Open AccessA Field Research On Youth’s Brand Loyalty And Brand Sensitivity In Clothes: A Application in Turkey
Author(s) -
Yakup Durmaz,
Özlem Özer,
Sinan Çavuşoğlu
Publication year - 2020
Publication title -
european journal of business and management research
Language(s) - English
Resource type - Journals
ISSN - 2507-1076
DOI - 10.24018/ejbmr.2020.5.2.259
Subject(s) - brand loyalty , clothing , brand awareness , psychology , advertising , loyalty , brand management , data collection , marketing , business , geography , mathematics , statistics , archaeology
The purpose of this study is to measure brand loyalty and brand sensitivity among high school students. The research sample was composed of 338 vocational high school students in a district of Southeastern Anatolia. Questionnaire was used as data collection tool in the study. The questionnaire included demographic factors, socio-cultural factors and psychological factors to measure brand loyalty and brand sensitivity. The collected data were analyzed with SPSS program. Findings have shown that there was no significant difference between men and women with both brand loyalty and brand sensitivity, and that education level of parents, families, peers and social class positively affected brand sensitivity. It has also been found that psychological factors had a positive effect on brand loyalty and brand sensitivity of young people.