Abstract enThe concept conservatism emerging as a result of modernization process is accepted as an ideological doctrine shaped in the context of contrast with modernization. However, in the recent period, the change in the concept conservatism has caused to differ a little more. What underlying the confusion of these two concepts is that the concepts modernity and conservatism are differently positioned. The change of the perception conservatism in Turkey dates to 1980s. The concept conservatism that earlier meant conserving the old [values ] in cultural area, traditional life, and system of rooted values replaced with the concept “new conservatism” in post-1980 period. Together with this change forming the understanding of conservatism, it was observed that the women adapting ideology of “new conservatism” participated in the cultural and social activities and became visible in restaurants, concerts, cinemas, and holiday villages in higher rate. In the recent times, it is seen that the number of designs made toward conservative women in fashion sector has increased, and that a market, in which the conservative women can make a selection about fashion belonging to their own clothing patterns, has formed Especially together with increase of the use of social media, it is seen that this process much more accelerates and becomes a new market. In this context, in this study, analyzing the conservative women paying attention to the brand in the category of personal care products (scarf,, shawl, shoes, and briefcase) and being in the tendency of consuming, the sample framework of the study was formed. In this direction, a survey was carried out with 155 conservative women through internet. In the study, the relationships between the dimensions “emotions of adoption” and “purchasing intention” of brand loyalty of the conservative women using personal care products and “brand perception and satisfaction feeling” that are the leading factors were attempted to be evaluated. Although the subjects of brand perception, satisfaction feeling, and brand loyalty, which form the essence of the study, are studied, that the sample consists of conservative women makes the study original. It is considered that the study will shed light on the next studies.
Field : Sosyal, Beşeri ve İdari Bilimler
Journal Type : Ulusal
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