- Yönetim Bilimleri Dergisi
- Cilt: 21 Sayı: 50
- THE EFFECT OF CONSPICUOUS CONSUMPTION ON BRAND LOYALTY AND THE MEDIATING ROLE OF REFERENCE GROUPS
THE EFFECT OF CONSPICUOUS CONSUMPTION ON BRAND LOYALTY AND THE MEDIATING ROLE OF REFERENCE GROUPS
Authors : Fatih Elibol
Pages : 1099-1123
View : 200 | Download : 248
Publication Date : 2023-10-20
Article Type : Research
Abstract :The fact that brand loyalty ensures the development of behaviours and attitudes in favour of the business, such as consistent and continuous preference for the same brand and not turning to different brands, can be regarded as an important competitive tool for businesses. On the other hand, there are many factors that affect consumers\' purchase decision process, brand preferences and brand loyalty. While some of these factors are related to the marketing efforts of businesses, others may be based on personality, culture, psychological or social factors. In addition to the functional benefits and features of brands, consumers are also interested in the status and prestige they provide to them. In this context, this study intends to reveal the effect of conspicuous consumption on brand loyalty and the mediating role of reference groups in this effect. In the study, convenience sampling method was used due to time and budget constraints to conduct an online questionnaire and a total of 393 participants were reached through various social media platforms and mobile applications. To test the research hypotheses constructed under a theoretical model based on an extensive literature review, the collected data were examined with the help of frequency analysis, confirmatory factor analysis, correlation, and regression analysis. Findings of the present research is indicative of that conspicuous consumption has a significantly positive effect on brand loyalty. Conspicuous consumption explains 29.9% of the variance of brand loyalty. Furthermore, it was concluded that conspicuous consumption affects the informative role of reference groups positively, weakly and significantly, and the normative role of reference groups positively, moderately and significantly. As the last finding of the study, it was concluded that there is no mediating role of reference groups in the effect of conspicuous consumption on brand loyalty.Keywords : Marka bağlılığı, gösterişçi tüketim, referans gruplar.