Özet:

Factors like intensive increase in today’s consumer products, rapid developments in consumer needs and expectations, and fast increase in number of active companies in the market have caused the brand concept to be appeared as a result of product differentiation objectives of companies. Nowadays, branded products are preferred more than generic products because of some reasons like after-sale support, assurance supply and relationships among consumers and manufacturers. The brand loyalty, which is some kind of indicator of customers’ assurance to a brand, defines the situation in which customers buy a brand without taking other brands into account. The brand loyalty is based on meeting with the needs related to the brand and providing some factors which no other brands provide. Objective of this study is to introduce the conceptual framework for the brand loyalty and evaluate effect levels by determining factors affecting brand loyalty and importance of the brand loyalty in today’s world. In this context, by using the basic, random sampling method within the application process, a sample with 246 students have been chosen from the students of Usak University and a survey has been applied to determine factors affecting these students’ brand loyalty and evaluate these students’ brand loyalty. At the end of this study, it was determined that most of Usak University students prefer buying different brand gym shoes rather than buying the same brand and these students also want to try new brand that appear on the market.

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