Abstract
The study is conducted to find out the relationship between the tendencies of consumers from different cultures to forgive others and their brand loyalty. The study also aims to investigate the loyalty level shown by consumers who experienced problems with a brand they bought for the first time when their problems are solved. With these purposes, a questionnaire is applied to 735 consumers from Azerbaijan and Turkey. According to the results obtained, participants with both low and high tendency to forgive others are found to have high brand loyalty irrespective of their tendency to forgive others when their problem with the brand is solved satisfactorily. In this case, it can be said that consumers heroize brands and show loyalty. It is thought that the study is a comprehensive study in terms of the number of consumers reached, the fact that it is conducted in two different countries and three different cities and in terms of its results. Thus, the study is important in that it discusses the relationship between tendency to forgive and brand loyalty and in terms of its suggestions developed in line with the results obtained and in terms of its originality.
Highlights
Consumers, who are subjects of consumer societies, socialize, gain status or shape their self-perception through the brands they consume
In addition to examining the relationship between consumers’ tendency to forgive others and their brand loyalty, the present study focuses on the level of brand loyalty that develops in consumers in the case of a problem being solved or unsolved when they experience a problem with a brand they buy for the first time
The present study was conducted to examine the relationship between Azerbaijani and Turkish consumers’ tendency to forgive others and their brand loyalty
Summary
Consumers, who are subjects of consumer societies, socialize, gain status or shape their self-perception through the brands they consume. A brand that makes a mistake in the eyes of consumers can first create feelings of rage and revenge like a friend who makes a mistake, and can be forgiven to the extent that the brand compensates for the mistake For this reason, it can be thought that there is a significant relationship between the tendency to forgive and brand loyalty and that consumers with high tendency to forgive can forgive brands more . It is thought that consumers from different cultures should be reached for the results of this relationship to be more comprehensive For this reason, this study was conducted in Turkey and Azerbaijan to investigate the relationship between consumers’ tendencies to forgive others and their brand loyalty
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