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Abstract


Effects of Brand Loyalty on New Product Adoption: Mediatıng Role of Perceived Risk
The persistence of a strong brand name and the positive impact of loyal customers make it easier for consumers to become acquainted with the brand and acceptance of a new product at the market. In this context, brand loyalty has been predicted to be an important variable when consumers adopt a new product presented to the market with the same brand name. At the same time, while the relationship between brand loyalty and new product adoption in the study was examined, the mediating role of perceived risk was also investigated. The study was conducted on a sample of 386 participant living in İzmir with convenience sampling method. The model of the research was tested by constructing a structural equation model. It has been determined that the fit indices of the constructed structural equation model are acceptable. According to the results of the research, it has been determined that the brand loyalty significantly influences the adoption of the new product and the perceived risk has a full mediating role on this relationship.

Keywords
Brand Loyalty, New Product, Perceived Risk, Mediating Effect, SEM.


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