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A Field Research On Youth’s Brand Loyalty And Brand Sensitivity In Clothes: A Application in Turkey

Author

Listed:
  • Yakup Durmaz

    (Hasan Kalyoncu University, Turkey.)

  • Özlem Özer

    (Harran University, Turkey.)

  • Sinan Çavuşoğlu

    (Bingöl University, Turkey.)

Abstract

The purpose of this study is to measure brand loyalty and brand sensitivity among high school students. The research sample was composed of 338 vocational high school students in a district of Southeastern Anatolia. Questionnaire was used as data collection tool in the study. The questionnaire included demographic factors, socio-cultural factors and psychological factors to measure brand loyalty and brand sensitivity. The collected data were analyzed with SPSS program. Findings have shown that there was no significant difference between men and women with both brand loyalty and brand sensitivity, and that education level of parents, families, peers and social class positively affected brand sensitivity. It has also been found that psychological factors had a positive effect on brand loyalty and brand sensitivity of young people.

Suggested Citation

  • Yakup Durmaz & Özlem Özer & Sinan Çavuşoğlu, 2020. "A Field Research On Youth’s Brand Loyalty And Brand Sensitivity In Clothes: A Application in Turkey," European Journal of Business and Management Research, European Open Science, vol. 5(2), March.
    • Handle: RePEc:epw:ejbmr0:v:5:y:2020:i:2:id:50259
    DOI: 10.24018/ejbmr.2020.5.2.259
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