Vol. 7 No. 3 (2022): Turkish Journal of Marketing
Articles

The effect of brand authenticity on brand preference and the intermediate role of brand trust in internet shopping of generations X and Y

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  • Ruziye COP,
  • Melek ASTEKİN
Ruziye COP
Prof. Dr., Bolu Abant İzzet Baysal University, Bolu, Turkiye
Melek ASTEKİN
MBA Student, Bolu Abant İzzet Baysal University, Bolu, Turkiye
DOI: https://doi.org/10.30685/tujom.v7i3.158

Published 09/25/2022

Keywords

  • Brand Authenticity, Brand Preference, Brand Trust, Internet Shopping, Generation X, Y
  • Marka Özgünlüğü, Marka Tercihi, Marka Güveni, İnternet Alışverişi, X, Y Kuşağı

How to Cite

COP, R., & ASTEKİN, M. (2022). The effect of brand authenticity on brand preference and the intermediate role of brand trust in internet shopping of generations X and Y. Turkish Journal of Marketing, 7(3), 125–147. https://doi.org/10.30685/tujom.v7i3.158

Copyright (c) 2022 Ruziye COP- Melek ASTEKİN

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Abstract

Today, the increase in the use of the internet in every field has increased the opportunity for businesses to shop on the internet. The many advantages for consumers have led consumers to shop over the internet. However, the amount of production increasing with the development of technology and the fact that many similar products in the market have the quality to meet the needs cause consumers to encounter some difficulties when choosing. Consumers seek authenticity because the products they buy serve the purposes of use, the continuity of the brands, and the ability to eliminate their feelings of satisfaction. When all these factors are evaluated, the study aims to determine whether the effect of brand authenticity on the brand preference of the X and Y generations in internet shopping and whether the brand trust has a mediating role. Another aim of the study is to investigate whether the perceptions of brand originality, brand preference and brand trust differ according to the X and Y generations. The research was conducted by conducting an online survey with convenience sampling, which is a non-random sampling method. The questionnaires of 478 participants were analyzed with the SPSS package program. As a result of the research, No statistically significant difference was found between the X and Y generations' perceptions of brand authenticity, brand preference and brand trust. However, statistically, significant differences were found between the online shopping attitudes of the X and Y generations. Therefore, it has been determined that brand trust partially mediates the relationship between brand authenticity and brand preference.

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