The regulatory role of brand loyalty in the relationship between emotional intelligence and immediate buying behavior

With performed study, it is aimed that measuring the regulatory effect of brand loyalty on the relationship between emotional intelligence and momentary buying behaviors of individuals with regards to of developing different tactics for different consumer groups in the field of marketing .From this point of view, the effects of consumers' emotional intelligence levels on momentary buying behavior, which is consumer behavior, is examined, and the what kind of role of brand loyalty in this relationship is examined. In this direction, data is collected from a total of 956 participants who are shopping in the ready-to-wear category and on the household consumers who living in Gaziantep. For data analysis, SPSS and AMOS statistical programs are used. As a result of the analysis, it has been understood that while consumers encounter a brand they are loyal to, they examine the brand more and show a stronger momentary buying behavior, with the increase of emotional intelligence the power of momentary buying behavior weakens, as brand loyalty is increased the desire the weakens momentary buying. It has been observed that brand loyalty's regulatory effect on momentary buying behavior of individuals with high emotional intelligence.