Open AccessÖzel Sektörde Çalışan Bireylerin Marka Sadakati Düzeylerinin İncelenmesi
Author(s) -
Çağrı İlk
Publication year - 2021
Publication title -
uluslararası sosyal bilimler dergisi
Language(s) - English
Resource type - Journals
ISSN - 2548-0685
DOI - 10.52096/usbd.5.23.5.19
Subject(s) - club , psychology , loyalty , descriptive statistics , data collection , brand loyalty , marital status , sample (material) , test (biology) , scale (ratio) , significant difference , advertising , statistics , mathematics , social psychology , demography , marketing , geography , sociology , business , medicine , population , paleontology , chemistry , cartography , chromatography , biology , anatomy
Examination of Brand Loyalty Levels of Individuals Working in the Private Sector Abstract The aim of this study is to examine the brand loyalty levels of individuals working in the private sector. For this purpose, the sample group of the study consists of a total of 291 participants, 223 women and 68 men, selected using the convenient sampling method. In the study, the "Brand Loyalty Scale", developed by Tekin (2020) and validated and reliable, was used as a data collection tool. In order to determine the distribution of personal information of the participants in the analysis of the data, Kolmogorov Smirnov test was applied to determine whether the data showed a normal distribution, as well as the percentage and frequency descriptive statistical methods. It was determined that the data showed a normal distribution, and Parametric tests Independent sample t-test and One-way Anova tests were applied. According to the research findings, a significant difference was found between the sub-dimensions of the brand loyalty scale according to the variables of gender, marital status, fan club and following the matches. As a result, the level of brand loyalty varies according to the socio-demographic characteristics of the participants. Keywords: Brand, brand loyalty, private sector.