Tüketici Marka İlginliği İle Tekrar Satın Alma Niyeti Arasındaki İlişki: Genç Tüketicilerde Cep Telefonu Örneği
The Relationship Between Consumer Brand Engagement And Repurchasing Intention: The Case Of Mobile Phone Among Young Consumers

Summary/Abstract: With the rapid development of technology, mobile phone brands constantly release models with new properties to the market. Consumers, particularly the young ones, frequently change their mobile phones. Consumer brand engagement is the level of consumers to mentally participate in different ways of the consumption process, such as products, commercials and purchasing behavior which is considered as one of the most significant determinants of consumer behavior.In this study, the relationship between engagement levels of the young consumers for the mobile phone brands and satisfaction from the brand and the repurchasing of the same brand was investigated. For this purpose, the young people in the center of the target group were examined. The application was made for this matter by selecting in the students studying in Aydın Vocational High School of Adnan Menderes University as the population. It was found out in accordance with the data of 400 questionnaires obtained through convenience sampling that the engagement of the young consumers concerning the brand of mobile phone they used caused an emotional bond between them and their mobile phone brand, they were unable to give up the brand of mobile phone they used so long as it functioned, and they had the intention of repurchasing the same brand of mobile phone.

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