Examining the effect of consumer types on brand loyalty: The case of Turkey

The main purpose of this study is to investigate the effect of Consumer Types on Brand Loyalty. Within the scope of this study, the survey method was used to test the effects of eight consumer types on brand loyalty. In the research, multiple regression analysis was applied to examine which consumer types had a significant impact on brand loyalty. As a result of the research; It was concluded that five consumer types, namely "Perfectionists", "Brand Conscious", "Price Oriented", "Undecided" and "Cannot Give Up Their Habits", have a significant effect on "Brand Loyalty".