Perceived Brand Quality
Quality is, in general, conformity to expectations (Zeithaml, 1988). Quality is divided into two as objective and
perceived quality. Objective quality is conformity to previously determined standards. Along with this, since there is
no agreement about what the standards are, the selection of the characteristics that measure objective quality causes
trouble. Therefore, Zeithaml (1988) advocates that objective quality has no validity and quality assessments are
subjective. This view enhances the importance of perceived quality, which is the second type of quality. Perceived
quality is the general assessment of a customer regarding the product or brand quality, its conformity to the standards
and its fulfilling its functions (Olsen, 2002). Perceived quality, in fact, is a relative concept and changes depending on
the experiences and expectations of people. In the researches carried out by Olsen (2002), Darsono and Junaedi
(2006), the relationship between perceived quality and satisfaction was considered. According to the results, a positive
relationship was found between perceived quality and satisfaction and it was determined that perceived quality was the
determinant of satisfaction.
Corritore et al., (2003) investigated the effect of perceived quality on trust. As a result of the research, it was
determined that perceived quality had a positive effect on trust. The hypotheses determined in this direction are stated
as follows:
H5: Perceived quality is effective on brand satisfaction.
H6: Perceived quality is effective on brand trust.