Factors influencing brand attachment: A quantitative study on university students

Today, a brand is no longer merely a label for a product or service but has become a powerful element that influences consumer behavior. Especially among young consumers, brand perception and loyalty play a significant role in shaping purchasing decisions. The main objective of this study is to examine the factors affecting mobile phone brand addiction among university students. The study analyzes the impact of brand awareness, brand trust, trust in the manufacturer, and mobile phone features on brand addiction. The sample of the research consists of 412 students from Çağ University, including those in preparatory, undergraduate, graduate, and doctoral programs. Data were collected through a questionnaire and analyzed using descriptive statistics, correlation, and regression analyses. The findings reveal that students exhibit a high level of dependency on mobile phone brands. Regression analyses indicate that the most significant predictor of brand addiction is trust in the brand, followed by trust in the manufacturer and brand awareness. In contrast, the technical features of mobile phones were found to have a relatively lower impact on brand addiction. Furthermore, statistically significant and positive correlations were identified among the variables. These results suggest that brand addiction is influenced not only by product attributes but also by emotional and psychological bonds established with the brand. Based on these findings, it is recommended that firms develop trust-based relationships with consumers and adopt strategies that enhance positive brand perception.