Özet:

Companies must create loyal consumer masses to provide a sustainable competitive advantage, increase their market share and high profits. Therefore, the factors that impact the brand loyalty should be well analyzed. The purpose of the research is to identify the factors affecting the brand loyalty in the packaged ice cream industry. For this purpose, 336 consumers were surveyed in the Rize city center and the factors that impact consumers' loyalty to brands in the packaged ice cream industry were tried to be identified. According to the results obtained, the image of the brand, the value of the brand, the hedonic value and the beneficial value of the brand trust, the image of the brand and the beneficial value of the impact on the brand satisfaction are determined. The research has found that brand confidence and brand satisfaction have an impact on both behavioral and emotional loyalty. There is also a positive relationship between brand confidence and brand satisfaction.

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