2.6. Loyalty and Repurchase Intentions
Bran
(Aaker, 2004). Customers with high brand loyalty are defined as
customers who repeatedly buy a brand and feel strong commitment to the brand (Baldinger and Rubinson, 1996).
Customers who are committed to the brand become loyal customers of that brand and exhibit the behavior of repeat
purchases.
Repurchase intentions are usually identified with brand commitment. However, there is an important difference
between them. Brand commitment means a relationship similar to a friendship a consumer develops for the brand.
Repeat purchase is explained as the purchase of the brand because it is cheaper or there is no other brand (
1997).The hypotheses determined in this direction are stated as follow:
H12: Affective commitment is effective on repurchase intention.
H13: Affective commitment is effective on advocacy intention.
H14: Continuance commitment is effective on repurchase intention.
H15: Continuance commitment is effective on advocacy intention.