Özet:

Everyone lives in his life with his family, his surroundings, his ideas, and his products and brands. Through the products and brands held, the idea that the status is acquired within the society and that the existence can be accepted as much as it is consumed becomes important. Companies also demand that individuals possess their products and brands in all circumstances, the spread of positive oral marketing, which is one of the easy and effective ways of advertising, and develop loyalty programs in this sense. Today’s consumer is forced to choose between many products and brands, and the symbolic value is highlighted rather than the functional benefit offered to them. Advertising strategies and emotional messages are being prepared to develop people’s commitment to the product and brand, and the consumer’s confidence is being gained by developing statements in accordance with the consumer’s self structure. In this study, the survey technique was used to learn consumers’ loyalty to their refrigerators, which are sustainable consumer goods. The results of the analysis have found that there is a meaningful relationship between the age distribution of consumers and the brand-identity consistency, between the value they perceive to the product and the company and the dimensions of loyalty and between the reputation to the company and the variation of loyalty.

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