Abstract:

It is difficult to keep the consumers who are constantly in the search for differences everyday. Today, consumers show a more informed, more demanding and more critical approach. At this point, aim to reach consumers who are loyal and in love with their own brands. Love is a feeling of attachment to a brand with deep emotions. In this context, the purpose of the research is to determine whether there is a difference between brand love and brand loyalty according to demographic variables. It is also another purpose of the study to determine whether tourists are linked with love to the hotel brands. In this study, an survey was carried out to 400 participants who stayed in chain hotels in Istanbul, which is part of the TÜROB Chain Hotel Research. For the analysis of the obtained data, the t-test, one-way variance analysis was applied. Analysis finds that male participants have more brand love and brand loyalty than women. It is also another conclusion of the study that married participants have higher levels of brand love and brand loyalty. There is no difference between the age, income and education of the participants and the love of the brand and the loyalty of the brand.

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