Satın Alma Davranışında Marka Bağlılığının Rolü: Trabzon Üniversitesi Örneği
The Role of Brand Loyalty in Purchase Behavior: The Case of Trabzon Unıversity

Author(s): Özer Silsüpür, Sevilay Uzunalioğlu
Subject(s): Behaviorism, Marketing / Advertising, Socio-Economic Research
Published by: Özgür Yayın Dağıtım Ltd. Şti.
Keywords: purchase behavior; Trabzon University; brand; loyalty; consumers;
Summary/Abstract: Today, consumers face some difficulties in decision making and purchasing process as they are faced with different brands. Consumers show different buying behavior to meet some of their needs. At this purchasing decision stage, consumers are looking for a brand that will best meet their needs and create a sense of satisfaction. With the developing technology, almost most of the products or services produced have become the same. Businesses aim to create a difference by avoiding this similarity and distinguishing themselves from other businesses. In order for brands to maintain and maintain their position in the market, they need to retain consumers. Therefore, brands should be able to position themselves as the best brand in the minds of current and potential customers and create loyalty towards the brand. In an increasingly competitive environment, the trust and loyalty of individuals to brands provides benefits to consumers in the purchasing process. In this respect, individuals with brand loyalty do not experience much difficulty in the purchasing decision stage. Brand loyalty is the emotional connection of consumers with a brand in a competitive environment where there are brands offering the same product or service, and purchasing the brand’s products and services without hesitation. Brands need to retain their existing customers and influence potential customers in order to maintain their existence and maintain their continuity in a competitive environment. In this way, brands can ensure the continuation of profitability. When businesses use their brands continuously and effectively, they gain a place in the perceptions of consumers, strengthen their position and strengthen brand loyalty. In the study, it is aimed to determine what affects the bond that brands establish with consumers in changing technology and rapidly growing markets, consumers’ trust in the brand, brand loyalty and consumers’ purchasing behavior. In this context, an online survey was conducted to students studying at Trabzon University between 07 December and 21 December 2022.

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