The effect of consumer attitudes towards hometown brands on brand loyalty: A research on sausage brands in kayseri province

Brand is a phenomenon that creates awareness on products as well as on cities. In this study, it was aimed to investigate the consumers' perspective towards the sucuk brands of Kayseri, which is one of the leading provinces in the production of sucuk, the trust and preference of these brands, and how the consumers affect the brand dependency and attitude of buying homeland brands. Demographic characteristics, brand addiction scale and consumer attitude scale were used in the questionnaire form, which was used as data collection tool in the study. The research was conducted on consumers over the age of 18 living in the province of Kayseri. The analysis of the data obtained in the study was analyzed with the SPSS 22 package program. According to the results of the research, it is seen that the cognitive dependence of the participants in the factors related to the brand addiction scale and that it is partially in the emotional dependence. On the factors related to the scale of consumer attitudes, it was observed that the participants were satisfied with Kayseri sucuk brands. "Emotional dependence" factor is the lowest with average; It has the highest average in all of the "skill factor" items. According to this average, consumers see Kayseri sucuk brands as reliable, successful, respected and leading brands. While there is indecision in emotional dependence and positive attitude factors, the averages of other factors are higher than 3.40, so brands are in favor. It was concluded that all independent variables obtained as a result of the regression test were effective on the dependent variables, in other words, consumers' attitudes towards homeland brands were effective in creating brand dependency.