BRAND LOYALTY AND BRAND SENSITIVITY IN WEAR: THE RESEARCH ON YOUNG PEOPLE

Year 2010, Volume: 1 Issue: 28, 67 - 91, 01.06.2010

Ebru Sönmez

Abstract

The purpose of this study was to identify relationship between brand loyalty and brand sensitivity among the students aged 12-19 years studying at primary schools, high schools and at Erciyes University in Kayseri, regarding their socio-cultural, psychological and demographic profile data. appropiating the brand’s new products soon was found a major role in brand loyalty. Morever, the common variable that acted on the relationship between brand loyalty and brand sensitivity was the students’ friends preferences about clothing brand. Their friends’ brand preferences affected both brand loyalty and brand conciousness positively. Communicating within family was positively associated with the level of brand sensitivity. Morever, having a workingmother was positively associated with the level of brand loyalty and brand sensitivity

Keywords

Brand, brand loyalty, brand awareness, young people, clothing

Giyimde Marka Bağlılığı ve Marka Duyarlılığı: Gençler Üzerine Bir Araştırma

Abstract

Çalışmanın temel amacı, gençlerin marka bağlılığını ve marka duyarlılığını etkileyen faktörlerin belirlenmesidir. Bu amaçla, Kayseri ilindeki 12–19 yaş arası 1164 öğrenciden oluşan örnek kitleden veriler toplanmıştır. Araştırma için geliştirilen model ve hipotezler, bu verilerden yararlanılarak test edilmiştir. Korelâsyon, t testi ve regresyon analizleriyle test edilen hipotezler sonucunda, araştırmaya katılan öğrencilerin marka bağlılığı ve marka duyarlılığı arasında olumlu bir ilişki olduğu görülmüştür. Giyimde marka bağlılığını ve marka duyarlılığını olumlu yönde etkileyen en önemli ortak tahmin edici, psikolojik faktörlerdir. Ayrıca, marka bağlılığını ve marka duyarlılığını etkileyen diğer ortak değişken, giyim ürünleri tercihinde arkadaşlarla olan iletişime verilen önemdir. Arkadaşlarla olan iletişime verilen önem, hem marka bağlı- lığını hem de marka duyarlılığını olumlu yönde etkilemektedir. Aile içi iletişim, marka duyarlılığını olumlu olarak etkilemektedir. Annesi çalışan gençlerin marka bağlılık ve marka duyarlılık düzeyleri ile, annesi çalışmayan gençlerin marka bağlılık ve marka duyarlılık düzeyleri arasında anlamlı bir farklılık olduğu görülmektedir

Keywords

Marka, marka bağlılığı, marka duyarlılığı, gençler, giyim

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