World That We Live In Develops Fastly

Published Date: 02 Nov 2017

ABSTRACT

The world that we live in develops fastly. These rapidly changing and evolving environment, and technological developments brought the competition. As it is known, in the world markets, the conditions of competition are dominant. In this situation, not to be able to follow the developments even a moment will lead to the destruction of the companies. Companies tried to develop various marketing activities in order to compete under the terms of this busy market. Request to create a difference between the products of firms has led to the emergence of the concept of branding.

In this study, the various structures are examined about brand like; the concept of brand, brand loyalty and also element of trust in the existing literature. The aim of this study, investigate the relationship between the various structures about the brand, for example; general views of young people about brands, brand loyalty and element of trust.

Consequently, according to researches, there are strong relationships between brand image, brand love, brand satisfaction, brand reputation, intentional loyalty & actual loyalty and brand & firm loyalty.

Keywords : Branding, brand reputation, brand image, intentional and actual loyalty, brand loyalty.

INTRODUCTION

The world that we live in develops fastly. These rapidly changing and evolving environment, and technological developments brought the competition. As it is known, in the world markets, the conditions of competition are dominant. In this situation, not to be able to follow the developments even a moment will lead to the destruction of the companies. Recently, lots of companies have developed defense strategies in order to maintain customer value with improving the quality of products and services. At the begining of these defense strategies, brand-building efforts comes first. Along with the development of the concept of branding get importance, the importance of brand development strategies increased remarkably. In our country branding efforts began after 1980 and in terms of both Turkish manufacturers, and the consumers has a great importance. In these years, there is an attempt to make the domestic brands. Thus, the brand concept laid the foundation first in place today.

Today, to keep pace with developments, take place in the rapidly growing market and to compete with the rivals can only be achieved by creating strong brands. The concept of creating strong brands, it also means creating trustworthy brands. To be a trusted brand brings loyal customers at the same time. Hence, the concept has quite big importance today. Consumers develop brand loyalty through this link. To create a succesful brand, consumer perception of the brand and competitor perception of the brand must be placed in a different pan as a perception. It means that consumer expectations from brand should determined and consulted differentiation of the product considering competing products. Succesful brands can be created by knowing what consumer wants and needs and accordingly, developing products and services. Become a brand does not mean that getting a product’s patent or copyright, it is an advance concept from this. Large organizations make millions of dollars investment on behalf of brand-building. The most important reason for these investments is to ensure consumer confidence in the long term, and to create brand loyalty. Confidence define as process groups’ expectations and the risk of people who has an anticipate (Deutsch,1958). Confidence is also contains getting anticipation of a positive input despite the possibility of obtaining a negative input as a result of the transaction. In case of confidence in the brand, presence is a symbol not a person. If a consumer trusts the brand, believes that it will be useful by taking any risk (Lau, Lee,1999: 344).

As it known that under conditions of intense competition, to get succeed requires a great efforts. Following the rapidly evolving marketing trends is one of this attempt. One of the latest marketing trends of the era is the concept of branding. The concept of branding alone does not mean much to most companies. This concept makes sense only when overlap with the concept of brand loyalty. Marketers are interested in for a long time with the concept of brand loyalty, because brand loyalty is a measure of customer loyalty to the brand.

In the first part of the study in general, trademarks, and related the definitions, branding concepts are given. In addition, in this section, it is included the results of previous studies about this subject. In this manner information about the overall situation and development of branding are revised.

The second part of the study, the concept of brand loyalty, changes about this concept in time, kinds of brand loyalty and the importance of brand loyalty are discussed and tried to put forward a comprehensive literature review.

In the third section, it is examined that the concept of trust, importance of trust in the marketing, importance of consumer confidence and some notions that thought to be related with consumer trust.

The Concept Of Brand

The question of what is the brand should be considered in conjunction with the question of what is the product. The conceptualization of product in modern marketing expanded especially as people and place beyond the goods and services. The product can be defined as anything that may be offered to the market to meet the demand for interest, attention and consumption. This development which can be summarized with the formula of everything can be marketable revealed many forms of marketing ( UztuÄŸ,2003:13).

Brand Concept Definition and Scope

Strong brands are coming up with high value-added products and impose this product to consumers like a magician as they wish. There is no doubt that the achievements of their branding, or in other words, that is because created successful brands. The brand concept is one of the most popular trends of recent times. Various occupational groups made different definitions for this concept (Elitok,2003: 1-2).

The famous author Stephen King says for the brand : '' A product is something that out of a fabrication, a brand is something that is bought by the customers. The product is a copy of the competitors, but the brand is unique. A product becomes obsolete quickly, but the brand is timeless."

David A. Aaker who is the guru of brand theory says for the brand: "Brand is a symbol that define products or vendor group’s services, and also differentiates these products and services from its competitors (logo, trademark, package design). Hence, the brand, indicates the source of the product to the customer and protects from the competitors that trying to provide the products which appears to determine both the customer and the manufacturer."

According to the law of the Turkish Brands: "In industry, some marks considered as a brand. These are placed on commodity or packaging to distinguish all kings of commodities that produced or put on sale in trade and also, constructed or exhibited in small crafts or agriculture from others. If this marks are not putting on the commodity, they are placed on the packaging."

The main reason for this kind of imprint on the products is differentiation from other products. The origin of the word, branding comes from villager’s cattles stamping in pastures. So, branding indicates on this basis. The basic concept of the process of branding which is also perceived as a stigmatization program is differentiating the product produced in the minds of consumers. Branding the product is just like stamping the cattles, it ensures differentiation of the product from others even the product is very similar with others in the minds of consumers. Branding of products and the use of brand name is seen at the end of the 19th century as modern sense (Uztuğ, 2003:14).

Brand Concept Development Process

Manifacturers should ensure a certain control and efficiency on consumers and trade. This is the most important developments in bringing up brand names and branding. This requirement directly related to the structure of a market that is dominated by wholesalers and the differentiation of producer-consumer relationship after the industrial revolution (Chernatony, Mc Donald, 1996: 23). With the industrial revolution, demand was increased parallelly increasing population and urbanization. The increase in demand, and transport development has changed and expanded market structure, and increased the number of retailers. However, in this period, it is not possible to establish a direct relationship between consumers and manufacturers. Communication between producers and consumers, retailers and wholesalers play an important role. In this period, wholesalers and retailers sell goods that purchased cheaply from producers to consumers. Taking goods cheaper from consumers of wholesalers and retailers caused rebellion of producer groups. Thus, the first step was taken in the branding process. The industrial revolution, and the acceleration of technological developments, has led to the strengthening of producers. It is also caused to head some activities like; advertising, promotion of producers with the aim of provide to meet customer directly. Group of producers who want to differentiate their products in the market have chosen the path of branding, and got patent of products. Thus, the products also have a different category in the market and advertising promotional activities have established direct relationship with consumers. The evolution of the relationship between manufacturer - (wholesaler - retailer) –consumer is the concept of branding milestone (UZTUĞ, 2003: 14-15).

In this evolution and the development process was created and continues to exist today. The first US-based brands, Levi's (1873), Maxwell Hause (1873), Budweiser (1876), Coca-Cola (1886), Campbell's Soup (1893) are examples (Berry et al 1993: 67). The difference between product-cost, and brand can be explained considering the conditions of competition and market conditions. In the concept of product, only some notions are important in terms of consumer like; the relevant property’s functional, and physical features and price. This situation is only in question the period of primitive markets that there is no heavy competition conditions. The concept of brand and branding gained the importance with increasing condition of competition, technology advances and changes degrees of importance of goods and brand concepts in the eyes of the consumer.

Under these conditions, historical development of the brand concept from 1950s to 1990s can be explained taking into account these differences (UztuÄŸ,2003: 16) :

In terms of technological development in 1950s, in the market, many followers took place after only a few leaders who have the superiority of Research and Development. However, with rapid technology transfer in 1990s, many companies shared the same technology (ibid).

While the mass markets had been dominated which competition-driven with the growth in 1950s, in 1990s, stability and aggression have arisen in the mass markets and heavy competition conditions has been dominated in the market (ibid).

While production was very stable and simple in 1950s, complexity of standardization increased and rose to the adequacy of flexible production in 1990s (ibid).

In 1950s, consumers were uninformed and poor, the producers were independent and powerful, but in 1990s, it was started a strict control on the manufacturers (ibid).

While the media dominance was low on the producers and consumers in 1950s, there was an increase in this dominance in 1990s (ibid).

While the mass tastes and traditional values were important in 1950s, individuated flavors, dynamic and diverse values, mindless life styles foregrounded in 1990s (ibid).

When the communication techniques took into consideration, product benefit-oriented information, and persuasion were used in 1950s. However, the brand benefit-oriented emotional expression and promises, metaphors and symbols are used in 1990s (ibid).

Characteristics of the Brands

The conditions that must be considered when creating the brand listed as follows (http:// www.islempatent.com: 01.10.2012) :

The brand should be easy pronunciation, and not interfere with other brands.

Any product or organization's name should not be used in other areas. It may lead to confusion.

Brand names should not be human names. Many people may have the same name. Therefore, it should be chosen a brand that can be used in a marking on the same subjec or in saperate places. It seems, it is not possible to prevent this.

It should not be geographical names, because there are many companies and products using the same local name. This situation is a disadvantage either for the consumer or the firm. For example; with the name of Ankara, there are lots of soda, pasta factory, advertising agency, insurance company brands.

If the firm makes export, the brand should not has a bad meaing in the country’s language which the firm made export with.

Strong brands did not appear suddenly. The process to create a strong brand is the result of careful planning and meticulous study. A brand is not just a name to remember. It is the set of differentiate those declarations to consumer in connection with a product or service. A succesful brand provides long-term financial returns and customer loyalty. Branding is a process to provide a competitive advantage, corporate culture development and creating a business strategy within the framework of these advantages. Here. there are 10 suggestions to create a successful brand (www.stengelsolutions.com: 01.10.2012) :

To analyze the competition: In order to be different from competitors, competitors should be well evaluated. The strategies of competitors and business dynamics should be better investigated and analyzed. This situation also will provide long-term competitive advantage to brand.

Identify strengths: During a strong internal research and analysis of the target market, potential aspects of competitive advantage will arise. Determining which key benefits and differantiation of product or service provide maximum availability will help uncover the strengths of the company.

To check the accuracy of the features you specified as an advantage: It is required to be sure that important the strengths of the brand that created in the market, or a section of the market.

Recognizing the customer and knowing their market value: Some consumers are more valueable to brands and companies. Some factors help to know the customer and determine the market value. For instance; how much the customers spend from their revenues to your goods and services or how much they will spend in the future or how often do shopping from your product category, e.t.c.

Brand compatibility: Brand suitability requires information that includes such factors like; consumers' needs, behaviors, life styles and environments. Compliance can be define as one to one match between consumer behaviours and motions of brand value.

Enhance brand image: The brand image can be named   a portrait that emerged about the brand which formed in the minds of consumers. Every step is very important for brands, because every wrong step can damage the brand image of the mind of the consumer.

Developing brand positioning: Positioning is based detailed market research and planning. A good positioning will define goods and services in the minds of consumer uniquely.

Giving a holistic message to customer: It  is extremely important to the consumer to send consistent messages of the brand. In addition, being integral of the messages that sent to the customers could increase the brand's ability to cater to each period.

Measure the results of branding: Brand attitudes, purchasing habits and brand loyalty dependent on branding strategies directly and indirectly. Measurement of the changes here helps to measure of the results of branding.

Focus on the brand’s promises: To fulfill promises of the brand has a quite importance in the minds of consumers. This improves the confidence in the brand and consumer loyalty accordingly.

Brand Positioning

The basic rule to become a brand is that brands are the basic positioning tool. Brand and product positioning is an important strategy in order to provide a distinctive competition. (www.s-m-a-r-t.com : 02.10.2012)

Comprehensive Positioning

Brands and companies should intensify their efforts to become product differentiate company, low-cost leader company or employee ownership (Porter, 1980). If the companies try to be better in this three field and comprehensive positioning brands can not be superior in any field, they can lose in the face of the companies which is superior to one of these areas. This is shown as the main reason that the companies do not have enough fund to specialize in all areas (Kotler, 2000:75).

Treacy & Wiersema (1994) recommends that four rules to follow for success of a company (Kotler, 2000: 77).

To be the best in the discipline of the three values ​​(ibid).

To achieve an adequate level of performance in the other two disciplines (ibid).

Continuously improve the position with chosen discipline not to beat by rival company (ibid).

The other two disciplines, constantly trying to be more than enough, because your rivals constantly raising customer expectations regarding what is sufficient (ibid).

Even if the comprehensive positioning are useful at first in terms of brands, it is thought that not enough in the process of the customer to choose that brand under conditions of intense competition in today's (ibid).

Specific Positioning

Brands are able to compete under severe market conditions, and in order to survive, they prefer to highlight the salient features of the brand. Most of brands trying to prominence of the area which the brand is best, like; the best quality, best performing, most reliable, durable, the safe, fastest, least expensive, most high-prestige, the best design, the use of easiest, most convenient, e.t.c. Companies should avoid doing the following errors when positioning their brands (Kotler, 2000, 77) :

Lower-level positioning: Not to represent a strong benefit or a base reason to buy this brand.

Over-Level Positioning: It is a narrow positioning that causes awareness of the brand by some potential customers.

Mind blurring positioning: To claim benefit two or more that conflicting each other.

Unrelated positioning: To claim a benefit that noticed by small number of potential customer.

Questionable Positioning: To claim a benefit that people are going to have doubt if the brand or firm fulfill their promise to customer.

The Purpose of Branding

Branding process exhibits a purpose and justification for the establishment of a relationship between buyer and seller. This purpose reflect to some factors like; corporate life cycle, branding official, positioning strategy, the nature of the presentation and business design. The four main aim of the branding and relationship types generated interactions of them as following (Moon, Millison, 2003, 77-78) :

Some of the purposes of branding reflects creative vision of advertising campaign as well as some companies like, Benetton, Coke, The Gap. Advertising acts as a point of privilege for products and services which have not a difference (ibid).

Marking process, also reflect the understanding of rigorous data analyzes. In a more strategic level, this can be a factor to the development of an econometric data model. In some firms which creates instances of this approach like; IBM, Andersen Consulting and Merck, brand managers can target individual customers and customer groups with the intensive data analysis (ibid).

Another aim of branding is related with an amazing "enjoy product"- WOW as strong broke into a relatively undifferentiated competitive market. 1964 Ford Mustang, the new VW Betle, and the Sony Walkman are the best example to this (ibid).

As a result, some branding purposes reflects bureaucratic and institutional status or the process of inertia. For example; Harvard University and Plaza Hotel in Northwestern Life and New York (ibid).

These four goals provides energy to branding efforts and determines the shape of relationship to be established between the seller and the buyer. Generally, WOW and branding purposes with the process inertia highlights increasing customers to see themselves as members of a group and making the relationships by means of a group (ibid). Likewise, data analysis, and creative vision insists on one to one relationship between buyer and seller and it makes dealers responsible for understanding  the recipient’s desires and requests. The branding processes defined with WOW and data analysis exhibits a Martian approach with a showdown towards the buyer. The purposes defined with process, inertia and creative vision highlights the flow. It exhibits a Vesper approach with the aim of pulling people into a story or plot (ibid).

Advantages of Branding

Consumers prefer branded product rather than products without brand when they purchasing something in order to meet their needs. That is because the benefits of the brand to the consumer. These benefits are as follows (http://wwwytukvk.org.tr : 05.10.2012 ) :

Brands makes shopping easier by informing consumers about the goods. Brands provide consumers recognize the goods. In this way, makes it easy to choose from the time of purchase.

Brands provides trust. Branded goods means consistent with the quality of the goods for the customers continuously. Most consumer wants to buy a reliable product when buying a new product. They do not want to take a risk purchasing unbranded product. Even, they pay high price to be sure reliability of the product.

Branded products recognized as better quality than unbranded products by consumers.

Brand provides consumer protection. It means, after purchasing the product, if the consumer encounters any problem with the product, he/she can demand justice in accordance with the law.

Some consumers give importance to symbolic values​​ of the product rather than its  physical features and they are psychologically satisfying by using branded products. Branded products provide prestige and enter some reference groups to customer.

Parts of the Brand

The concept of branding is important for both consumers and companies named as parties to the branding. In this section, it will be discussed the concepts related with the brand and the importance to the company. In addition, it will be focussed on the sectors that the brand concept is important.

Brand from Consumers Perspective

The concept of brand has an important position in terms of consumers with the emerging market conditions. Brand has a router function in terms of consumer trust for both information technology and product. For this reason, the product name or visual identity went beyond identifying the product. Brand will cause the connatation on the minds of consumers in decision-making process, because the brand offers to consumers a certain concept and has the particular story. The decision-making process ensures to get brands which can be evocation on the minds of the consumer quickly, if it is thought that decision-making process develop quite rapidly (UztuÄŸ, 2003: 20).

However, the brand reduces the risk undertaken by the consumers providing continuous quality assurance choosing between alternatives of the consumers. This feature of the brand can be described as distinction of being an agreement between the company and the consumer (Kapferer, 1992).

A rapid advancement of technology, market conditions, diversification of consumer preferences and wish to respond the requests of customers effectively and quickly and also desire to retain potential consumers are forced marketers to develop different marketing tactics. Branding is one of these.

The use of a particular brand provides some advantages to customers, this is quite clear. Using branded products brings some facts such as; quality, reliability, prestige, safety and price, e.t.c. For this reasons, it is extremely advantageous for customers to use preferences for a specific brand.

Brand from Companies Perspective

It is known that a strong brand means higher sales and profit with a high market share. Today, the brand has the distinction of being salable value in a financial context. Another important issue in terms of brand is the brands create a loyalty in the eyes of consumers (UztuÄŸ, 2003: 21).

The brand for the firms means good sales. Actually, the brand is money for the firms primarily, if it is considered good sales brings high profit margins. A strong brand name gets customers easily in the market. The main reason that makes the brands more valuable is to have an extremely broad portfolio of loyal customers. In addition, a strong brand provides a platform fort he company’s new product (Farquhar, 1990: 197). Due to the increasing importance of branding, an importance given to this issue by companies is increasing gradually. In the world, significant studies are prepared for this matter, but in Turkey, there is a significant emptiness about this issue. A British research firm Brand Finance has prepared an important research on this topic. As a result of this study, thirty most powerful brand in Turkey were determined (Capital, 2006, issue: 4: 72).

In some sectors, the brand value is not important. The pharmaceutical industry is the best example to this. The brand value is not important for a company that found cancer drug, but branding has great importance for such products like; coffee, soap, toilet paper (Capital, 2006, Issue 4: 90).

Additionally; the company scale has no effect on the branding. In the large or small-scale enterprises the rule of increasing the brand value is the same. In fact, small and medium-sized enterprises should pay more attention to this rule because of high anxiety for the long-term existence (ibid).

General Condition of the Brands in Turkey

Due to today's rapidly changing competitive conditions, product may differ with  its abstract features rather than its concrete features. Brand concept has a different meaning in the eyes of the customer for that product over the physical and functional features of the product. In this stage, the difference between the brand and the product having been clarified with the value added. Added value can be explained as emotional values which consumers have difficulty bringing the language (Uztuğ,2002: 22). Value added refers to the subjective meaning attached to the functional benefit of the product as non-functional benefit beyond the functional value of a product (Weilbächer, 1993: 197).

When the market conditions analysis, it can be seen that actually all brands are offering the same products as physical and functional. All the show cases full of products that resemble each other. However, its short stories is different forms of presentation of these products. What makes brands as "brand" is already stories of the product and its value that ascribe on the customers. It is that we live in an era; people purchase the products because of its value which adds themselves, image and style rather than its functional properties.

Although there are many brand was registered by Turkish Patent Institute; we did not get a progress in the name of creating a global brand as a country.

Currently, in our country, production, technology, human resources located in front of the concepts of branding. Having a few international brands is the first cause of the events that economic crises in our country in recent times and the effects of these crises were heavy in terms of the firms. Brands are the most valuable one among the assets that a country or a company owned. This is one of the important problem that not to be apprehended in our country stil.

The Concept of Brand Loyalty

The new millennium is not just a new beginning. Also it is a period that many unilluminated issues and subjects that could not be much opportunity to be thought came up and clarify. Brand loyalty   is one of the important concepts of this period that debates and the studies were conducted on it. Brand loyalty is conscious or unconscious intention or behavior which enact to buy a brand regularly. This is natural, because consumers think that brand will propose right product features of brand, image or high quality with affordable price. Consumer behavior is perpetual, because the habits are safe and familiar.

(http//www.il.essortment.com: 06.10.2012 ).

In order to create brand loyalty, advertisers should dissuade consumers from their habits and should help them to acquire new habits. Also, they should encourage the customers to strengthen these new habits recalling the shopping value and purchasing these products in the future. (http://www.mori.com :06.10.2012).

An image of the brand is the main source for the competitive advantage, therefore it is a valuable strategic asset. Unfortunately, many company can not adapt to give a powerful and clear messages that can distinguish them from their competitors. The challenge for all brands is avoid to negative image pitfalls, instead create a broad brand vision. In fact, a company should not see their brand only a product or a service, but the bran image as whole should define the philosophy of the company. A brand needs much more than to be the same identity and uniformity. Actually, a brand needs a brand personality.

Branding is one of the most important factor affecting success or failure in the market. The perception of the company which behind the brand in the eyes of the consumer has a significant effect on the consumer about the status of the brand in the market.

Brand loyalty is one of the important concepts in marketing. It determines the firms’ market share and market share is an important asset for companies. New entrants to the market encounters the entry barriers, because it will cause to lose market share of the old ones in the market (Faria, 2003: 3).

The concept of brand loyalty can be classified as mental loyalty towards behavioral loyalty or dynamic loyalty towards static loyalty (ibid). For example; brand loyalty can be expressed as participations in the form of willing attitudes learned from past acquisitions (Assael,1987). In other words, brand loyalty can be expressed as a consumer purshasing model directly connected to the most recent purchase for the brand (Wernerfelt, 1991). It is identified two types of brand loyalty. First one is inertial brand loyalty and second one is price-based brand loyalty (Wernerfelt, 1991). Inertial brand loyalty can emerge in case of brand benefits not create a temporary commitment, but in case of slow-acting of the consumer to recognize the most attractive value of the brand. This type of behaviors may aemerge as a result of long research based cost, personal beliefs and habits ( Faria, 2003).In addition, price-based brand loyalty may emerge when brand benefits create positive temporary commitment (Faria,2003).

It is important to determine three aspects of purchasing a brand empirically that linking up to the previous buying till your next purchase. These are named as structural state dependence, habit perception and unexpected heterogeneity (Roy and others, 1996: 281).

Structural state dependence captures the observable effects of past experiences concerning the brand on the current possible alternatives. Additionally, the perception of habit can be expressed as the impact of the priority trends for the select a brand from the current selection probabilities(Heckman, 1981). As a result, the unobservable heterogeneity may apply residual individual variations in the behavior of purchasing that unexplained with habits and observable experiences. It is obvious that our past consumption affects our current consumption. In economics, the effect of past consumption to current consumption is obtained with the idea of ​​creating a habit (Faria,2003: 4-5). This hypothesis developed by Duesenberry(1949), despite, shaped by Smith and Marshall. According to Dueseberry (1949), families are willing to sacrifice saving money to protect the quality of life standards.

The concept of brand loyalty is defined as consumers powerful belief to the brand. Information about the brand plays a fundamental role to formation of choice among products and brands of consumers. The key feature of a strong brand is creating loyal consumers to own. A brand that developed brand loyalty in its product category strategically can prevent the entry of new products to the market (UZTUÄž, 2002: 33).

Brand loyalty was declared as the most important goal of marketing by some peole (Reichheld and Saser,1990 ). In marketing, the brand loyalty include consumer participation that made to ensure consumer purchasing again. Also, the brand loyalty is represented buying a product or repetitive purchasing to use the service or positive behaviors such as advice (Dick and Basu,1994). The brand loyalty is much more beyond of repeating purchasing behaviour. Consumers can purchase the brand lack of alternatives, situational constraint and lack of confidence. This type of brand loyalty is referred as'' spurious loyalty''-fake commitment. The concept of brand loyalty is a very important asset for a company which has bought some states like; spending more for brands and eagering to bring new customers to the company (Reichheld and Saser,1990;1993 ).

Development of the Brand Loyalty Concept

Centuries-old civilizations were trading by using barter method at first, but in ongoing periods, they used the money in order to maintain their lives. The development of trade has made the world a huge market, and heavy competitive conditions consisted in this market. Because of the increasing heavy competition conditions, the companies started to develop various marketing techniques and strategies. The concept of branding and brand loyalty are a marketing strategy developed by those who want to get their share of the pie or not to lose market share. In concern with the brand loyalty, the phenomenon is referred as the brand's insistence is exposed firstly by Copeland (Copeland, 1923).

Brown (1952), and Cunningham (1956b) analyzed the criteria of abstract models of the brand purchasing. Also, they have found consistency of consumers in the criteria of purchasing different brands of products. They concluded the situation highlighting the strong brand loyalty of individuals. In other studies conducted on brand loyalty investigated  how brand loyalty is linked with related variables. Shop loyalty (Cunningham, 1961 ; Carman, 1969; Rao, 1969), consumer information about brands (Tucker, 1964), product categories (farely, 1964), quality (McConnel, 1968; Shapiro, 1970), risk-reduction behavior (Sheth, Venkantesan, 1969), consumer characteristics (Cunningham 1956; Guest 1964; Coulson 1966, Frank 1967; Carman 1969; Newman, Werbel, 1973) and shopping samples properties (Carman, 1969; Kuehn, 1962), all these are the variables that effect the brand loyalty.

Engel’s brand loyalty literature scanned in a comprehensive manner until 1967 and many problems have been noted. This research revealed the absence of a conceptual skeleton to consider brand loyalty (Lau; Lee1999). Day(1969) proposed to keep in sight the brand loyalty as repeated purchasing and a strong stimulation. Jacoby and Kyner (1973) are also discussed about on a topic. A behaviour that focused on a brand can not provide a fundamental focus on the dynamics of brand loyalty although the operational size of brand loyalty and the ability to say something on the brand in advance. The importance of brand loyalty has been noticed in the last thirty years in the marketing literature (Howard, Sheth, 1969: 232). In fact, this is a basic model of consumer behavior. While some consumers follow purchasing decision-making processes, some of them may want to purchase without recognize the problem (Datta, 2003: 2). Despite the author's definition of brand loyalty is as a purchase tails; Brown (1952: 53-55) defined it as the five purchasing for the same brand in a row. So, brand loyalty is defined as three consecutive purchasing behavior (Tucker, 1964: 32-35). For new brands, brand loyalty is defined as four consecutive purchase (Lawrence, 1969: 137-144). However, Blatberg and Sen have preferred to use the purchase rates of line method instead of using for determine the loyalty to national and private-label brands (Blattberg, Sen, 1976: 34-35). To determine consumers' loyalty towards the brand, acquisitions like a line may be an illusion (Datta,2003: 2). A repetitive buying behavior towards the brand can not represent a participation (Asseal, 1998: 134). A real repetitive purchasing behavior emerged monopolist cases which is less than the option (Data, 2003: 2).

In addition, existing studies in the literature revealed various factors influencing the brand loyalty. These contains interest and the risk level, the level of satisfaction, product performance, prices, sales promotions, advertising, brand name, demographic characteristics, ethnic relationship habits and brand usage history (Datta,2003). The rate of personal attention to an object, a product, or a service define as interest-relationship generally (Sheth, Mittal, Newman,1999). High interest can turn into brand loyalty at the end, if there is a wide information research about the brand and repeated purchasing of brand if the customer satisfied. However, the care can influence a person and at the end brand awareness can become the brand habit (Beaty, Kahle, Homer,1988). When consumers have a high correlation with the brand, repeated acquisitions are increase and this alternative show that the brand researches fell (Sciffan, Kanuk,1997: 223). Fo this reason, the level of brand loyalty can be determined by the fact that the recipients satisfaction and whether research cost or not to change the brand (Datta, 2003). In the recent competitive business environment, it is quite difficult to keep the customer to the brand and product because of the proliferation of alternatives and lack of cause to be loyal of customers. Brands should have the right method that can make predictions in advance to measure brand loyalty and to strive disloyalty. It is not possible to determine an objective and the general measurement method to brand loyalty, because brand loyalty is applied and defined by scientist differently. Also, various definitions and applications have been effective to determine diverse aspects of brand loyalty like; (behavioral and attitudinal brand loyalty, etc.) (Ha,1998: 51).

Definition of the Brand Loyalty

It would be appropriate to distinguish between conceptual definitions which is called as summary definition and operational definitions which is called as measurement methods related to the phenomenon of brand loyalty (Jacoby ve Chesnut (1978).

Intellectual Definition of Brand Loyalty

Brand loyalty is not just a one-dimensional concept, but it is also complex and multifaceted concept. It is defined as a stable intention to purchase and willing attitude towards a particular brand (Wilkie,1994). However, a simple definitions like that is extremely simple and insufficient to understand of consumer behavior in terms of brand loyalty. This definition consider the consumers as loyal to the brand when the both attitude and behavior are willing. Also, this type of definition is insufficient to explain the intensity of brand loyalty to rule out the possibility of the repetitive purchase despite consumers’ reluctant attitude. In such cases, brand loyalty remains shallow and superficial. However, the Intellectual definitions are important to determine adopted measurement methods. The specific brand loyalty dimensions can not evaluate without them and meaningful or meaningless results can not be distinguished (Mellens, Dekimpe, Steenkamp, 1996: 508). The intellectual which is prepared most carefully about the brand loyalty were made by Jacoby ve Chesnut (1978). According to this definition, the brand loyalty is a sided behavioral response and psychological process that can be expressed over time made ​​by some decision-making units among many brands.

Operational Definitions of Brand Loyalty

Brand loyalty divided into three categories including various operational criteria like; behavioral and manner to operational definition of brand loyalty (Jacoby, Chesnut, 1978). When the past literature is reviewed, it is emerged that the brand loyalty examined from three different perspectives as behavioral-attitudinal and resulted action perspective (Gounaris, Stathapoulos,2004: 284).

Types Of Brand Loyalty

Brand loyalty varies according to the intensity of commitment, consumer and consumer behavior. Brand loyalty varieties are described as shown below (ELITOK, 2003: 96).

Buyer who dedicated themselves: The customer advocates your brand as a good agitator. The important thing here, your brand should creat dedicated fans like a sports club. Harley Davidson users are an example to this group’s buyers. It shows that the brand completely internalized with tattoos which built the arms of users. Also, users brought into a way of life the style that the brand reflects.

Brand-friendly Buyers: They are disciplined buyer and they have a warm frendship with the brand. The functionality and prestige is the most important thing to them. If the product meets this important things, it begins the purchasing frendship with the brand.

Satisfied customers with the price fluctuations: The customers who subsequent price reductions and prefer the brand in these periods. Usually, they do not want to miss this opportunity.

Pleased-wont customers: The customers who are interested in more than one brand at certain times and using their prefer depending on that period’s fancy. They are sure what they want and they do not want to be dependent.

Buyers who do not have brand loyalty: The customers who do not have any interest or information about the brand and the product is not valuable for them. The brand is not different from the ordinary one to this customers.

When the brand loyalty is mentioned, the first comes to mind is grouping the loyal customers and investigating or examining them till now. However, the brand loyalty fact is revealed necessity to survey the customers who are not loyal.

First of all, it should be determined the level of loyalty depending on an existing brand or being new, because when loyalty is being built, it is continued from the current loyalty level (ibid).

Importance of Brand Loyalty

Brand loyalty is a consumer choice to buy a particular brand of a product category (Giddens, Hoffman, 2002: 1). The concept of brand loyalty is come up at the moment that the consumers think like the right product with the best price and the brand would offer maximum quality. This detection mode causes the formation of the habit of buying a new one. Basically, consumers purchases the brand just to test it initially and and then will create the habit of satisfaction and buying the same brand will continue because of the reliability and being familiar of product. Brand loyalty is the brand's most valuable measuring tool in terms of the creation or measuring. Creates an extremely profound effect on the development of the brand. Therefore, the customer loyalty is the most important indicator of value. Including a new way of thinking and directed to the future is also important (Elitok;2003:101). Three main factors explaining the importance of the concept of brand loyalty are presented below. (Giddens, Hoffman, 2002: 1-2);

High sales volume: American companies lose half of the average customers once in 5 years. This is equivalent to 13 per cent of the annual customer loss. When we look at this statistical values, it shows that companies are exposed to customer resists in sone cases like, not to be a brand that customers are being loyal to the firm.

The award-winning Pricing Capability: The studies shows that customers indicate which they are less sensitive to price changes when brand loyalty increases. Generally, customers want to pay more for their preferred brand, because they perceive a unique value from that brand which can not get from the others.

To hold instead of seeking: Brand addicts want to do research for their favorite brands and they are less sensitive to the competitive promotions. This situation is cause the reduction of marketing and distribution expenses. Because, impress a new customers much more expensive than keep the old customers.

The concept of brand loyalty is one of the most important evaluation and assessment tool for brand. In this way, predictions which likely to happen can be made about the future.

" I am loyal to this brand" , " I am ready to pay more for this brand" and " I prefer this brand to others." (Anonymous, 2002). Brand addicts express their commitment with this phrases.

The measure of brand loyalty that mentioned above is the customer relationship created by the brand. For instance; a customer was built Harley Davidson tattoo on his arm. It means that customer loyalty is the essence of the brand value. If you do not express a value for your customer, you can not talk about loyalty. As a result of the interaction of the other four elements, brand loyalty can get a value. The quality products are strengthened with such values like; awareness, institutionalization and others. The future is valuable as directly transferred for customers (Elitok,2003: 94).

Ways to Create Brand Loyalty

Customers should love the brand in order to show loyalty to the brand. Customers who purchase continiously, their habits should be strengthened to make them brand addicts. It should reminded the value of purchases to customers and the customers are encouraged to continue to buy that product in the future. It can be summarized with 7 steps which ways to create loyal customers to the brand (Giddens, Hoffman, 2002: 2),

Develop a product that is unrivalled: To being in the hands of the customer of this is possible just provide them that they can get what they espect from the brand.

Giving awards to customers to ensure a repetitive acquisitions.

Fortify the brand: If customers do not trust the brand, they will not purchase it. That’s why, the companies should support their brand to create relaibility for the brand to its customers.

To know your the best customer and act accordingly: The shortest way to provide this is reminding to the customers that 80% of sales are made by at the top 20% of the customer.

Providing the purchase of the brand easier relatively to others: Availability and simplicity are keys in today's competitive world. The customers appreciated convenience and comfort more than anything else.

Address your customer: Brands need to bring as much as possible the product to the customer.

To be a customer service champion: It will allow the customer to perform repetitive purchases, because they will be satisfied from the service.

In this context, it is developed a distinction between non-loyal customers.

These separations has revealed seven of consumer type (Mc Queen, Foley and Deighton, 1993: 238).

Consumers connected to the long-term. (Only a brand purchasing)

Consumersconnected to the short-term. (Despite the purchase of more than one brand, each of them using short or long term)

Dynamically-varying consumers (the purchase of various brands one after the other)

Selective customers (Choosing between usually limited brands while shopping)

Price-oriented consumers (Bargaining when purchase many different brands)

Price-oriented consumers who purchase store-brand (Basically, generic or specific quality brand purchasing)

Light users (very few purchasers as not to be measured purchasing pattern)

The purpose of all the brands is to creat loyal customers under the heavy competition conditions. Only the brands that acheived this can maintain continuity throughout the centuries.

Trust And Its Items In General

A trust can be defined as groups expectations to trade or a risk that they take because of their expectations (Deutsch, 1958). Also, trust is defined as, despite the risk, wish to believe in another group (Lau, Lee, 1999: 343). In other words, this is include that the expectation of a positive result despite the possibility of a negative resulted by the another group (Worchel, 1979). Trust can named as the expectation between particular contextual parameters, and constraints (Lau, Lee, 1999: 343). According to Lewis and Weigert (1985), trust can not notice in advance. At the same time, it is a belief despite the risk. This discussion was followed by other studies.

Deutsch (1960), Schlenker 1973, Boon and Holmes (1991) described the trust as being in a positive expectation, although a risky situation. The research has shown that people want to eliminate social uncertainties. In other words, people want to understand, predict and attempt to control other people’s behaviors (Gefen, Straub, 2004: 407).

If social uncertainty is not diminished in the face of tradition and rules, people start to trust lesser and will sympathize methods that reduce the social complexity (Luhman, 1979). In fact, trust is ongoing human interaction (Blau, 1964; Luhman, 1979, Rott, 1980). In addition, trust is one of the central aspects of human behavior and also it is control or estimate the social environment or at least understand the social environment. Individuals want to know how their behaviors effect themselves and other’s behaviors. The rules and traditions provide the reduction of social complexity regulating many aspects of social behavior. However, perceiving the complexity of the social world is over human capacity (Gefen, Straub, 2004: 408).

Trust is a concept which context-dependent, multi-criteria and depended on the interaction with important criteria related to each other (Butler, 1991; Ganesan, 1994; Lewis, 1985; Rosister, 1975). At the same time, it is include either behavioral intentions or mental elements (Lewis, 1985; Rosister, 1975).

Definition and Scope of Trust

Distinction of trust’s behavioral and mental aspect has begun with the study of Deutsch's Prisoners' Dilemma Game (Deutsch, 1958). Deutsch (1958) concluded the trust as expectations which managing behavioral intentions and including the potential losses. If a wide literature review based on, trust is a belief or an event towards an object’s properties or it is identified as human behavior in order to achieve the uncertain goals that desirable, but risky (Giffen, 1967). An element of trust include 3 elements which was established Aristotle's art of conversation a long time ago. These are named as intelligence (depending on ability), good character (honesty and reliability) and good faith (charity) by (Giffin, 1967). When the elemnt of trust examined in social change, it is concluded that trust contains 3 different faith; reliability-charity-ability (Blau, 1967).

Schurr and Ozanne (1985) are identified trust with this way too. Also, Rotter defined trust as credible promise by a group or an expectation of written and oral expression to other group (Rotter, 1980). Trust is also defined as a special expectation or a belief (Gefen Straub, 2004: 408).

Analysis of the role of trust in social relations, Luman made the distinction between the elements of trust taking into account reliability and philanthropy not taking into account the talent (Luhman, 1979). Examining the business activities; Zucker defined trust as a set of expectations which is important to determine the social behavior responding to each other without a clear specification of the details of the contract (Zucker, 1986).

Studies on trust, marketing literature was adopted two approaches (Morgan, 1994) ;

Behavioral intention

Set of beliefs

Schurr and Ozanne defined trust as an opinion concerning a group’s persuasive promises and defined as a belief concerning group’s fulfilling obligations. This belief turns into behavioral intentions. (Schurr, Ozanne, 1985).

Trust in Industrial Market

Trust in the industrial market is an extremely important concept. Companies and brands looking for creative ways to stay in a competitive situation in the changing competitive environment. One of the ways to attain this competition is making collaboration with their consumers of the companies and brands. This is possible to industrial markets, because the number of consumers who take a place in the market is less and the consumers receive large quantities of goods from the suppliers (Lau, Lee, 1999: 344). Relational changes in the industrial markets are characterized by high levels of confidence   (Dwyer, Schurr and Oh, 1987; Morgan and Hunt, 1994). Thanks to this element of confidence, groups can get advantages from the benefits of their long-term relationships (Ganesan, 1994). This situation increases the competition and decreases trade costs (Noordewier, 1990).

Confidence describes two different ways in marketing literature. Confidence is defined in marketing; a feature of the relational quality (Dwyer and Oh, 1987; Crosby, 1990; Anderson, 1987) or a bracket of   relational quality (Anderson and Naruse, 1984; Parasuraman, 1985; Anderson and Weitz, 1990). Doney and Canon (1997) mentioned two measures of confidence. They are; perceived credit and help of target. Perceived credit is a credit that you made an exchange with your partner. It means that this is your expectation about being reliable verbal or written instructions given by your partner. When it comes to help, it is an interest shown to the other party by the commercial. It is about the trading person’s motivation to trade and the financial position. Depending on all these, trust is a developed process about cheating to the opposite party or calculating the cost of the study within the positive relationship (Lau, Lee, 1999: 344).

Consumer Trust in the Market

In the past years, an intensive effort has been shown about the products to be able to get more faithful consumers (Donath, 1994). To get back the consumers commitment and compete the industrial marketers, businesses tried to develop relationship with the consumers and gain the consumers trust (Bennet, 1996). There has not been much research on the concept of developing confidence in consumer market, although this is in the marketing literature (Lau, Lee, 1999: 344).

In the consumer market, there are many anonymous customer. This situation creates a challenge for vendors in terms of developing the relationship with the customers. Therefore, it is increasingly gaining an importance the marketers building symbols-brands which the customers can trust. Thus, the brands are bringing both consumers and marketers together in a common point and by this way, confidence is developed.