The effect of brand love on brand loyalty in the context of generations: A research in Afyonkarahisar

The situation that makes the customers feel emotionally close and connects customers; brand love. In their academic studies, they stated that the love of the brand caused strong emotional results and consequently caused behavioral consequences such as brand loyalty. The strong love of the brand that exists between the consumer and the brand depends on the fact that the enterprises are open to innovations by changing themselves. Therefore, companies need to market their products by going beyond their functional qualities and increasing the experiences of people who consume their products. The purpose of this study is to determine the effect of brand love on brand loyalty of X, Y and Z generation consumers. To test the hypotheses created for this purpose, two different scales were used as a questionnaire. The questionnaires were applied to 300 X, Y and Z generation consumers living in Afyonkarahisar province through "convenience sampling method". SPSS 21.0 (Statistical Package for Social Science) package program, which is used for statistical analysis, was used in the data collected. In order to analyze the data obtained in the research, methods such as frequency, average and percentage were used. The Kruskal-Wallis H Test was used for the analysis of three and more groups that did not show normal distribution and the data were analyzed and interpreted using the Mann-Whitney U Test for the analysis of qualitative data. According to the results, X, Y and Z generation consumers brand love have a meaningful effect on brand loyalty.