Özet:

With the increased number of the brands from all over the world, brand managers have difficulty in creating loyal customers in their target audience. One of the main reasons of this problem is the formation of brand parity that has existed because of the excess amount of brands. With brand parity, the target audience cannot see the difference between brands in a market and cannot form brand loyalty towards certain brands in the category. In the sectors that need low involvement and no emotional relevance, it is harder to build brand loyalty. Therefore, existence of brand parity is even more dangerous in these situations for firms. In this study, Courier Sector was taken as an example and the relationship between brand parity and brand loyalty, brand satisfaction, and service quality was examined. The research was conducted via face to face survey method and convenience sampling with 208 respondents. In this study it was found significant differences between brand parity brand loyalty, brand satisfaction, and service quality.

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