Investigation of the effect of hedonic and useful consumption behaviors of generation Y and Z on brand loyalty

Generation Y and Z are individuals who are integrated with technology. In addition to benefiting from the product while consuming, they also attach importance to the pleasure of having that product. This pleasure sometimes comes from consumption itself, but at the same time it is important to make the individual a part of a certain group. Some of the personal causes of hedonic consumption are emotions (entertainment, need to get rid of troubles, buying cheap products, etc.). Consumers want to benefit from a product while also enjoying it. In this study, similar studies that have been done before were examined and the concept of generations in the first part and the concept of pleasure and hedonism in the second part and the consumer behaviors related to them are were explained. In the fourth part of the study, brand loyalty and related concepts, brand trust and brand satisfaction were tried to be explained. In the last section the data obtained from the surveys were analyzed using factor analysis and structural equation modeling methods with the help of SPSS and AMOS programs. According to the results of the research it was found that there is a positive correlation between hedonic consumption and brand trust, brand satisfaction and brand loyalty and utilitarian consumption. Key Words: Hedonism; Benefit; Brand Loyalty, Brand Satisfaction.