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The Impacts Of Social Environment And Individual Factors Of Young Adult Consumers On Brand Loyalty

Author

Listed:
  • Yakup DURMAZ

    (Hasan Kalyoncu University, Department of Marketing)

  • Bülent YILDIZ

    (Gaziantep University MYO)

Abstract

This study has investigated how social and individual factors of young consumers affect their brand loyalty to the garment they most commonly use. Data of the study has been collected through face-to-face meetings with 353 students from Gaziantep University. In this study, factor, correlation, reliability, and structural equation modelling analyses have been used. As a result of the structural modelling analysis, it has been found out that individual factors positively and significantly affects the brand loyalty.

Suggested Citation

  • Yakup DURMAZ & Bülent YILDIZ, 2016. "The Impacts Of Social Environment And Individual Factors Of Young Adult Consumers On Brand Loyalty," International Journal of Academic Research in Management and Business, International Journal of Academic Research in Management and Business, vol. 1(2), pages 44-54, September.
    • Handle: RePEc:iap:ijarmb:v:1:y:2016:i:2:p:44-54
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