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.
Brand, brand loyalty, adolescence, attachment in adolescence, parental attachment
|Author :||Aybike Tuba Özden|
|Number of pages:||64-83|