Evaluati̇ons of the consumers according to the age generati̇ons about brand love, brand utility, brand personality and brand loyalty

From literature it has been seen that when the evaluations of the consumers about the brand and brand concept has been measured, the consumers has been grouped according to their income levels, social environments, age groups or their profession. Although there are extensive literature about brand and concepts of brand, especially in domestic literature there are limited numbers of studies about brand love. In this thesis, it was investigated that the evaluations of the consumers according to their age generations about brand love, brand utility, brand identity and brand loyalty. The study consists of two parts including theory and practice. In the first part of the study, there are theoretical information gathered from the related literature. In the second part, the subject of brand is expressed in detail and concepts about brand are explained. In the last part, the survey and its results are given. In this thesis, consumers are divided by their generations of age on their evaluations of brand concept. From this perspective this study contributes to the brand and brand concept-related studies. Also this study contributes to literature by including the concept of brand love. According to the results, while evaluations of the consumers by their age generations about brand concepts were different for brand love, brand utility and brand personality, there was no difference for brand loyalty. Keywords: Age Generations, Brand, Brand Love, Brand Utility, Brand Personality, Brand Loyalty.