THE IMPACT OF BRAND IMAGE ON BRAND TRUST AND LOYALTY FOR DIGITAL MEDIA PLATFORM: NETFLIX TURKEY APPLICATION (EXAMINATION OF THE DIFFERENCES OF BRAND ARCHITECTURE FEATURES)

Abstract

Brand image, brand trust and brand loyalty are the most important marketing concepts discussed by both academics and practitioners in recent years. The aim of this study is designating the impact of brand image of Netflix as a digital media platform on brand trust and loyalty. Additionally, in this study it has been searched the differences of architectural features of Netflix brand on the research model relationships. In this study, in Istanbul 420 people who follow Netflix digital media platform completed the questionnaires. As a result of research, it is identified that Netflix brand image how impacts brand trust and loyalty. The significant impact of brand image on trust and attitudinal loyalty and nonsignificant impact of brand image on behavioral loyalty has been determined. Context in, brand trust has a significant effect on attitudinal brand loyalty and nonsignificant effect on behavioral brand loyalty. Concerning the impact of affective and functional brand image dimensions of Netflix, on brand trust and attitudinal brand loyalty, it is concluded that these relationships are different in view of audience with different levels of Netflix brand architectural features.