(The Effect of Brand Authenticity on Repurchase Intent: An Application in the Take Home Foods Sector)

Abstract

Objective - The aim of the study is to determine whether brand authenticity has an impact on repurchase intent. Method - A data collection tool consisting of three main dimensions has been developed to determine the impact of Torku customers' perceived brand authenticity on repurchase intent. In the first part of this data collection tool, there are three multiple choice questions besides the questions about the demographic variables. In the second part, there are questions about perceived brand authenticity consisting of 20 items (continuity, originality, reliability / naturalness and general brand authenticity) and four dimensions. In the third part, there are questions about repurchase intention consisting of six items and one dimension. Within the scope of the research, frequency analysis was performed first. Then, the dimensions related to the scales used in the study and the severity of the items were determined. Finally, correlation and regression analyzes were performed. Findings- According to the results of the correlation analysis, a positive and high level relationship was found between the brand authenticity and repurchase intent. (r=0,68) After the correlation analysis, regression analysis was performed to determine the effect of the perceived brand authenticity on the purchasing intent. The multiple regression model established for the Torku brand was found to be generally significant. However, it was determined that the continuity variable perceived from the independent variables in the model had no significant effect. Discussion - Reliability, naturalness, originality and continuity are important determinants in the formation of the intention of repurchase of products and services. In order for the intention repurchase the Torku brand products, first of all, the reasons for choosing the brand should be increased. For this purpose, it is necessary to increase the Torku brand's availability in the national market. It is important that a brand is visible as a rival company in retail stores.