A qualitative research on the role of brand identity features and brand loyalty in purchasing primary luxurious brand watches: A comparison of Patek Philippe and Rolex

In this thesis, the concepts of luxury brands, brand identity and brand loyalty were investigated. In addition to this, in the implementation section of this thesis, in- depth interviews were had with people who own luxury branded watches, initially Rolex and Patek Philippe brands, in the luxury watch market, and the relationship between brand identity and brand loyalty were researched. In the first section of the thesis, the basic concepts that related with brand and brand loyalty, and in the second section, the luxury watch market in Turkey and the world were discussed. At the same time, the identity of Patek Philippe and Rolex brands and their market analysis were researched. Also in the third section, the findings obtained in the research were evaluated and the gudelines were mentioned to those who may do research in the future.