Abstract:

The purpose of the research is to determine the factors that affect the purchasing intention of customers and to reveal the moderating role of reference groups in the relationship between brand addiction and purchase intention. On this axis, a conceptual model is proposed that includes the relationship between brand addiction and reference group with purchasing intention. A face-to-face questionnaire was applied on 569 young adults in the 20-30 age group selected by convenience sampling method in Kadiköy/ Istanbul. The data were analyzed with the SSPS program, and the process macro is used to test the research hypotheses. The results of the analysis show that brand addiction has a significant and positive effect on customers' purchase intention. Further, it has been determined that the reference group has a moderating role in this relationship. While the research helps to understand the antecedents of purchase intention more deeply, it is considered that it will create awareness for mobile phone manufacturers in terms of becoming aware of the effectiveness of the reference groups in the formation of the purchasing intention of the customers. 

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