HEDONİK TÜKETİM DAVRANIŞININ MARKA BAĞLILIĞI ÜZERİNE ETKİSİ

Hedonic consumption is a concept suggesting that consumers develop shopping habits depending on the pleasure they receive. As a consequence of a consumer's ability to bond with a brand, sensory feelings, such as pleasure, joy, and happiness which he/she experiences when purchasing that brand, cause hedonic consumption. This study investigated the effect of university students’ hedonic consumption behaviors on their brand loyalty with a focus on the consumers of a well-known ready-to-wear brand. To that end, a well-known ready-to-wear brand’s consumers studying at universities in Turkey were chosen as the main body of the study. The study was conducted by applying a survey on online platforms to 421 university students. The survey data were collected using convenience sampling. The data were analyzed using reliability analysis, normality test, factor analysis, correlation, and simple regression analysis. According to the regression analysis result, hedonic consumption behavior had a significant effect on brand loyalty. According to the application results, it can be stated that university students in Turkey exhibit lower levels of hedonic consumption behaviors than brand loyalty in the ready-to-wear sector. Based on the results, the study made a general evaluation and proposed recommendations.