A study on the role of gender roles on brand loyalty

Gender roles of individuals are decisive in all choices in their lives. With the shortening of the distance between the markets, many product options were placed in front of the consumers and product selection became challenging. At this point, companies are trying to create brand loyalty to highlight their own brands. While creating brand loyalty, it is necessary to analyze consumers well. Gender role attitudes of consumers are effective in their brand loyalty. In this context, the aim of the study is to examine the relationship between the gender role attitudes of consumers and the factors that affect brand loyalty. In other words, companies will notice the importance of gender role attitudes in creating brand loyalty. In this study, questionnaire technique was used as data collection technique. The scope of the study consists of female consumers over the age of 18 in İzmir. The reliability of the 5-Point Likert scale, which was used as a data collection tool, was found 0.98. This study is a pioneer in this field since no other study has been found that deals with gender role attitudes and the factors affecting brand loyalty. According to the data obtained from the research; it can be said that gender role attitudes of consumers have an effect on brand loyalty. Key Words: gender role attitudes, gender roles, gender, sex, brand loyalty, consumer behaviours, consumer, reasons affecting brand loyalty