Research on brand loyalty of digital brands in diffusiuon of innovation theory

Businesses provide competitive advantage by following the increasing innovations. At this point, one of the most important reasons for companies to provide sustainable competitive advantage is to establish brand loyalty. Businesses take brand loyalty as the basis in their marketing activities. In this context, innovation categories form the basis of this thesis within the framework of Rogers' theory of diffusion of innovations. In the first part of the research, innovation and diffusion theory of innovations are discussed, while in the second part, concepts related to brand, brand loyalty and brand personality are discussed. In the third part, that is the research part, easy sampling that is one of the quantitative research methods has been conducted. It is carried out on the brand of mobile phones, that is one of the digital brands, so as to determine the relationship between consumers' brand loyalty and innovation levels. 316 people participated n the research. Data is collected with the "Individual Innovation Scale" and "Brand Loyalty Scale". The results obtained in the study indicate the existence of a positive relationship between brand loyalty and consumer individual innovativeness. Accordingly, it can be said that as the individual innovativeness of the participants increases, brand loyalty and brand dependency may increase.