Toplumsal Cinsiyet Rollerinin Marka Bağlılığı Üzerindeki Rolü

Abstract

The individual willingly or unwillingly demonstrates the behaviors in the society in some roles. Gender is one of the prominent elements in the formation of these roles. Gender role shaped by sex is one of the important indicators in the selection of an individual such as occupation, residence place, product and brand. Gender, unlike biological gender, is the gender perception that develops and shapes as a result of the expectations of the society in which the individual resides from women and men. In addition, with the disappearance of the inter-market boundaries due to the impact of globalization, there are many product and brand options for the consumer. This leads to an increase in alternatives and makes the rivalry more challenging. As the brand is an important tool in competition, efforts to create brand loyalty increase its importance. While creating brand loyalty, it is necessary to analyze the consumer well. Gender roles of the consumer have an impact on brand loyalty. In this context, the aim of the study is to investigate the relationship between the gender role attitudes of consumers and the factors that affect brand loyalty. According to the data obtained from the study; gender role attitudes of consumers have an effect on brand loyalty.