A RESEARCH ON THE RELATIONSHIP BETWEEN ATTACHMENT BEHAVIOR AND BRAND LOYALTY IN ADOLESCENTS ERGENLERDE BAĞLANMA DAVRANIŞININ MARKA SADAKATİ İLE İLİŞKİSİ ÜZERİNE BİR ARAŞTIRMA
The aim of this study is to form the consumer profile of both today and the future by examining the relationship between attachment levels of adolescent consumers to their parents and brand loyalty. For this purpose, a survey was given to 414 consumers and Pearson correlation coefficients were calculated to examine the findings. The study is based on the computer games sector. The computer games sector is an important sector for understanding brand loyalty of adolescents. Multiple linear regression analysis was used to determine the effect of parental attachment scores on brand loyalty. According to the results, a high negative and significant relationship was found between brand loyalty scores and parental attachment scores. In addition, it was found that approximately 70% of the change in brand loyalty was explained by parental attachment. This study is important to address psychological factors that affect brand loyalty and that are relatively difficult to observe.
Keywords
Brand, brand loyalty, adolescence, attachment in adolescence, parental attachment
@article{2020,title={A RESEARCH ON THE RELATIONSHIP BETWEEN ATTACHMENT BEHAVIOR AND BRAND LOYALTY IN ADOLESCENTS},abstractNode={
The aim of this study is to form the consumer profile of both today and the future by examining the relationship between attachment levels of adolescent consumers to their parents and brand loyalty. For this purpose, a survey was given to 414 consumers and Pearson correlation coefficients were calculated to examine the findings. The study is based on the computer games sector. The computer games sector is an important sector for understanding brand loyalty of adolescents. Multiple linear regression analysis was used to determine the effect of parental attachment scores on brand loyalty. According to the results, a high negative and significant relationship was found between brand loyalty scores and parental attachment scores. In addition, it was found that approximately 70% of the change in brand loyalty was explained by parental attachment. This study is important to address psychological factors that affect brand loyalty and that are relatively difficult to observe.
},author={Aybike Tuba ÖZDEN},year={2020},journal={Uluslararası İşletme, Ekonomi ve Yönetim Perspektifleri Dergisi }}
Aybike Tuba ÖZDEN . 2020 . A RESEARCH ON THE RELATIONSHIP BETWEEN ATTACHMENT BEHAVIOR AND BRAND LOYALTY IN ADOLESCENTS . Uluslararası İşletme, Ekonomi ve Yönetim Perspektifleri Dergisi .DOI:10.29228/ijbemp.41664
Aybike Tuba ÖZDEN.(2020).A RESEARCH ON THE RELATIONSHIP BETWEEN ATTACHMENT BEHAVIOR AND BRAND LOYALTY IN ADOLESCENTS.Uluslararası İşletme, Ekonomi ve Yönetim Perspektifleri Dergisi
Aybike Tuba ÖZDEN,"A RESEARCH ON THE RELATIONSHIP BETWEEN ATTACHMENT BEHAVIOR AND BRAND LOYALTY IN ADOLESCENTS" , Uluslararası İşletme, Ekonomi ve Yönetim Perspektifleri Dergisi (2020)
Aybike Tuba ÖZDEN . 2020 . A RESEARCH ON THE RELATIONSHIP BETWEEN ATTACHMENT BEHAVIOR AND BRAND LOYALTY IN ADOLESCENTS . Uluslararası İşletme, Ekonomi ve Yönetim Perspektifleri Dergisi . 2020. DOI:10.29228/ijbemp.41664
Aybike Tuba ÖZDEN .A RESEARCH ON THE RELATIONSHIP BETWEEN ATTACHMENT BEHAVIOR AND BRAND LOYALTY IN ADOLESCENTS. Uluslararası İşletme, Ekonomi ve Yönetim Perspektifleri Dergisi (2020)
Aybike Tuba ÖZDEN .A RESEARCH ON THE RELATIONSHIP BETWEEN ATTACHMENT BEHAVIOR AND BRAND LOYALTY IN ADOLESCENTS. Uluslararası İşletme, Ekonomi ve Yönetim Perspektifleri Dergisi (2020)
Format:
Aybike Tuba ÖZDEN. (2020) .A RESEARCH ON THE RELATIONSHIP BETWEEN ATTACHMENT BEHAVIOR AND BRAND LOYALTY IN ADOLESCENTS Uluslararası İşletme, Ekonomi ve Yönetim Perspektifleri Dergisi
Aybike Tuba ÖZDEN . A RESEARCH ON THE RELATIONSHIP BETWEEN ATTACHMENT BEHAVIOR AND BRAND LOYALTY IN ADOLESCENTS . Uluslararası İşletme, Ekonomi ve Yönetim Perspektifleri Dergisi . 2020 doi:10.29228/ijbemp.41664
Aybike Tuba ÖZDEN."A RESEARCH ON THE RELATIONSHIP BETWEEN ATTACHMENT BEHAVIOR AND BRAND LOYALTY IN ADOLESCENTS",Uluslararası İşletme, Ekonomi ve Yönetim Perspektifleri Dergisi (2020)