Investigation of the effect of social comparison on brand attitude and repurchase behavior in the context of culture

In this study, the effect of social comparison on brand attitude and buying behavior were examined in the context of culture. For testing the research model developed within this scope; 1014 data which were obtained using face-to-face survey technique from students of Gaziantep University were analyzed by SPSS statistical program. As a result of the analysis; it was proved that social comparison has an influence brand attitude and repurchase behavior. In this study, the perceptions of consumers (functional and symbolic) on brand attitude and re-purchase behavior were measured with the help of four different scenarios, which were constructed by using up and down comparison technique. As a result of the analyzes conducted in this context; it was found that the brand attitudes and repurchase behaviors of the consumers who make upward comparisons were affected positively and the consumers' brand attitudes and repurchase behaviors who make downward comparisons were affected negatively. In addition, consumers' attitudes towards symbolic brands and repurchase behaviors have been found to change more positively than functional brands. Keywords: Social Comparison, Consumer Behavior, Brand Attitude, Sembolic Brand, Functional Brand, Repurchase.