Expectation theory and the effect of hedonism on creating brand addiction: The example of Zen Diamond

One of the prominent features of today's consumer societies; emotionality is effective in consumption. The consumers of the new consumer society not only satisfy their needs but also maintain this consumption for the sake of pleasure. People began to seek out the pleasure of shopping unnecessarily and began to differentiate themselves with the symbolic meanings they put on brands. For this reason, the concept of brand dependence has emerged. With the effects of brands, there is an increase in the number of individuals who are brand addicts and the number of societies that are brand addicts. In this study, the effect of expectation theory and hedonism on creating brand dependence has been investigated and the research has been elaborated through Zen Diamond, a jewelery brand as an example brand. This study consists of four chapters. In the first part of the study, hedonism and consumption concepts are given and hedonism flow is detailed. The concept of consumption is explained by luxury consumption, diamond as a consumption product, hedonic product and featured product. In the second part, the concept of brand has been elaborated and the concept of brand dependence has been expressed along with its types. In the third chapter, the concept of expectation theory is discussed. In this context, Victor H. Vroom's Expectation Theory and Porter and Lawler's Expectation Theory are explained. In the last section; the subject, purpose, importance, limitations, hypotheses, method, universe and sample of the study, data collection tool and scale were mentioned, the results of the research are given. Based on the aims to be achieved; A questionnaire was applied to 500 people between 18-65 years of age living and living in Trabzon, Mersin, Eskişehir, Diyarbakır and İstanbul. These individuals work and make luxury consumption. In the study, it was concluded that expectation theory and hedonism were effective in creating brand dependency.