Marka Konumlandırma Stratejileri ve Müşteri Sadakati İlişkisi
Relationship Between Brand Positioning Strategies and Customer Loyalty

Summary/Abstract: Purpose – Brand positioning and brand loyalty have been examined in the mobile phone industry, which is one of the most frequently used technologies of today. The purpose of this study is to determine the relationship between product and brand characteristics with emotional and rational benefit; and the relationship between product and brand characteristics, emotional and rational benefit with brand loyalty. Design/methodology/approach – The data obtained were evaluated through the SPSS 23.00 package program. Correlation analysis, independent groups t-test and ANOVA test were used to test the hypotheses. Findings – Nowadays it is easy to imitate business, products or services in the market. There are different issues that brands need to develop to give them a competitive advantage. As a result of the study, a positive relationship found between emotional and rational benefit and brand loyalty. It has been concluded that consumers who use fashionable, stylish and prestigious products generally recommend the product or brand they use to those around them as the best product or brand in its category. Discussion – It has been understood that a positive and increasing level of emotional and rational benefit perceptions of consumers is an important factor in creating loyal customers. As a result of the study, it was understood that high quality in products and services of enterprises, compliance with technological changes, innovation and producing different designs helped to provide both emotional and rational benefits. Businesses should determine a place they want to fill in consumers' minds while presenting their products and services. With brand positioning strategies, businesses will be able to reduce many different costs.

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