Abstract:

Consumers are affected by many internal and external factors while buying products and services. These factors include psychological, socio-cultural and economic factors as well as factors such as the features and quality of the product and product involvement.One factor effecting the consumption decision of customers is the psychological motives. Every consumer is affected by these urges while they are deciding to buy a product and decides according to the urges they possess. Involvement ranks first among those urges. We know that the involvement is a personal differentiation factor. Involvement is one of the causative or motivating factors affecting the purchasing and communication behaviors of customers. Therefor the level of involvement creates a substantial differentiation in the purchasing decisions of customers.Building brand loyalty is considered an important factor to gain market share and maintain competitive advantage in the rapidly changing markets. Brand loyalty constitutes the basis of marketing activities of a firm and the goal of strategic marketing plan, because it has important and strategic consequences.For this reason in this study, it is aimed to investigate the effect of the consumer innovativeness on the brand loyalty. The population of the study was consisted of the +18 years old customers living in Kocaeli. As a result of the analysis, it was found that consumer innovativeness has effect on the brand loyalty.

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