Özet:

The aim of this study is to determine the relationships between two sub-dimensions of brand loyalty and the antecedent factors (i.e. brand perception and satisfaction), which have an impact on these sub-dimensions (i.e. attitudinal approach and behavioral approach). In order to reach that aim a field survey was conducted based on the research subject and data was collected via formal-questionnaire according to the opinions of the end-customers who consumed the personal care product brand. Survey has been applied to 162 junior consumers who are university students from Turkey and Iran. In the methodology part of the study, initially to define the measurement items for each variable in the research model the questionnaire items are separated by using the exploratory factor analysis. Next, the interaction effect of antecedent factors (i.e. brand perception and satisfaction) on each brand loyalty approaches are tested by using regression analysis. The research result stated that, the brand perception has positive and significant relationship with the attitudinal approach which is statistically supported. Another important finding of this study reveals that the variable of satisfaction has positive and significant interaction with the behavioral approach based on the statistical test results.

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