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Abstract


AN AMPIRICAL RESEARCH TO DETERMINE THE RELATIONSHIP BETWEEN THE PERCEIVED BRAND LOYALTY AND PERCEIVED BRAND VALUE: THE CASE OF “KOTON BRAND” ON WOMEN EMPLOYEES

From past to present, when the consumption habits of the customers are examined in terms of clothing, it is seen that the clothing brands that these habits prefer to customers express different meanings. For some, this action is only intended to satisfy its needs, while for others it is to gain status and identity. For others it is seen as a way of life. The trademark is defined as a complete set of signs that enable the product to be sold or produced from other vendors and manufacturers. The concept of brand loyalty is a psychological agreement between the consumer and the product, which enables the brand to be preferred within this brand definition. In this study, the effect of brand loyalty on brand value is examined. For this purpose, Koton brand, which is frequently preferred by female consumers, was selected and a face to face survey was conducted with 181 female consumers working in different institutions in Ankara. When the results of the study were examined, the relationship between the variables was found to be in the right direction medium-high relationship (r: 48.9% to 92%). The regression model, which was established to explain the brand value concept of the brand loyalty concept, was found to be generally significant (R2: 55.4%, F: 55.560 and p: 0.00). However, it was determined that the brand loyalty sub-dimensions did not have a significant effect on the individual brand value.



Keywords
Brand, Brand Value, Brand Loyalty, Clothing



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