Main Article Content
Consumers prefer certain brands like price, quality, image, environment and personal expectations, and therefore it is important to determine the reasons that are effective in brand loyalty in terms of both producers and intermediary institutions. In recent years, there have been many studies on brand loyalty. Investigations are generally carried out on the condition of showing brand affiliation and on the stages of the formation of this commitment. The relationship between consumers’ risk perceptions of cosmetic products and brand dependency will be examined in our research. This study aiming to determine the effect of consumers’ cosmetic product risk perception on brand dependency will be realised in Karabuk. Within the scope of the research, the data obtained by the questionnaire method will be analyzed with statistical methods and interpreted in tables.
Keywords: Perceived risk, brand, brand dependence.
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).