Özet:

The main purpose of the study is to examine the brand value and brand loyalty concept in terms of GSM operators. The main aim of the study is to determine the brand loyalty of the consumers for the GSM operator and to measure the validity of the factors affecting the brand loyalty and brand commitment. The universe of the research consists of young people who are mostly mobile phone users. For the sample size calculation, the number of 384 for the specifi ed universe with a precision of 95% and a margin of error of 5% is suffi cient for sampling. The survey method was used as a quantitative data collection tool and the data were collected through face-to-face interviews. Scope of research, three different factor analyzes were performed. The fi rst factor analysis has been applied to the subject of brand value and has been identified as five factors such as repair and maintenance services, brand and innovation, publicity and social interaction, price and payment conditions and place of sale and effective advertising. The second factor analysis has been applied to the subject of brand loyalty and and has been achieved three factors in the form of full loyalty, price-sensitive fidelity and loyalty based on quality and sentimentality. The third factor analysis has been applied to variables infl uencing GSM operator preference and has been identified as two factors: accessibility and advertising and communication. Young people prefer Samsung, Apple and Huawei mobile phones. The most valuable brand of mobile phones are Apple, Samsung, Huawei and LG. The most popular mobile phone brands are Apple, Samsung, Huawei, LG, HTC, Vestel, Sony and Xiaomi. It is determined that brand loyalty is higher in terms of products and varies in terms of GSM operators.

Anahtar Kelimeler: