Examination of the factors determining the brand loyalty of university students: A research on the clothing industry

The main purpose of this study is to examine the effects of electronic word-of-mouth marketing, brand image, brand identity and perceived quality elements on the concept of brand loyalty. In order to achieve this goal, the effects of electronic word-of-mouth marketing, brand image, brand identity and perceived quality elements on brand loyalty were examined by considering the clothing brand that university students most often prefer to buy according to demographic characteristics such as gender, age, income. In addition, the moderator (regulatory) effect of brand trust in these relationships was examined. Multiple linear regression analysis was performed to examine the effects of more than one independent element, and IBM SPSS package program was used to test the regulatory effect of brand trust in relation to brand loyalty of these variables. The sample consists of Sakarya University students. As a result of the analyses, it has been found that electronic word-of-mouth marketing has a positive effect on the loyalty that university students display towards the clothing brands that they prefer to buy most often. It has been found that brand identity has a positive effect on the loyalty displayed by university students towards the clothing brands they prefer to buy most often. It has been concluded that brand image has a positive effect on the loyalty displayed by university students towards the clothing brands they prefer to buy most often. Finally, it has been found that the perceived quality has a positive effect on the loyalty of university students towards the clothing brands they prefer to buy most often. The moderator is in the influence stage; it was examined whether there is a regulatory effect of electronic word-of-mouth marketing, brand image, brand identity and perceived quality, brand trust in the relationship with brand loyalty. As a result of the findings; Contrary to what is assumed, it has been found that there is no regulatory effect of brand trust in the relationship of electronic word-of-mouth marketing with brand loyalty, and similarly, there is no regulatory effect of brand trust in the relationship of brand image with brand loyalty. However, it has been observed that brand identity has a regulatory effect of brand trust in its relationship with brand loyalty, and perceived quality also has a regulatory effect of brand trust in its relationship with brand loyalty. In addition, it is that the information that we can evaluate theoretically or practically, such as protecting the values of clothing enterprises and making them sustainable, also contributes to different disciplinary areas of study. Although the research model and the data obtained from it are used as criteria, this research should also be tried on different populations.