Özet:

Thanks to the increasing competition in the global market, customers have been accessing alternative goods and services much more easily than before and keep their expectations from brands at a high level with their level of tolerance. As a natural consequence of this, brands now find it difficult to create a sense of loyalty in their customers. In this context, efforts to acquire new customers become more costly for banks than retaining existing customers, which reveals the importance of the concept of brand loyalty. In this direction, the purpose of study is to examine the variables that affect brand loyalty. Convenience sampling technique was used in the study, and the data obtained from 276 bank customers residing in the central district of Düzce province was subjected to the survey technique. The data obtained were analyzed by descriptive analysis, factor analysis, correlation and regression analysis. The study shows that brand satisfaction, brand personality and brand innovation, including brand trust positively affects one's brand loyalty. In addition, it has been concluded that brand innovativeness has positive effects on brand satisfaction, brand satisfaction has positive effects on brand trust and lastly brand personality has positive effects on brand satisfaction.    

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