Abstract:

Trade has taken an important place in people’s lives since its existence. Because they have fulfilled their needs by commercial means. The brand has always played the most important role in trade and is the creator of the trade. Because, to make a difference in the market, the people who trade is the easiest way to attract the attention of customers. There are things to be careful when creating a brand. Most importantly, the brand we will create, our company, and the product or service we sell. One of the most important things for a brand is the brand elements. In this study, the impact of brand items on brand loyalty has been studied. In the research, the survey technique and quantum research methods were used. In the study, consumers were asked to evaluate the brand items in terms of brand loyalty. Our data is found by the application method. The survey applied to four hundred twenty-nine people was prepared in accordance with the 5's liquid scale. The demographic characteristics of the participants were considered. The SPSS 22 program is used. To understand whether values are in accordance with normal distribution, the Kolmogorov-Smirnov test, the t-test for comparison of quantitative continuous data between two independent groups, the one-way variance analysis in more than two independent groups (ANOVA), and the Spearman Correlation analysis between continuous variants were used. As a result, it turned out that the brand loyalty is not affected by the demographic characteristics of consumers. At the same time, it has been shown that brand items may be linked to brand loyalty.

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