The Effect of Brand Consciousness and Value Consciousness on Brand Loyalty: The Moderator Role of Gender

Abstract

The main purpose of this study is to determine the effect of brand consciousness and value consciousness on brand loyalty and the moderator role of gender on this effect. The data were collected using the survey method. Individuals over the age of 18 participated in the study. In total, 247 questionnaires were collected. A convenience sampling method was used. The obtained data were analyzed by SPSS 24 and AMOS 23 programs. Reliability analysis, factor analysis, and structural equation model analysis were used in the research. As a result of the research, it has been revealed that brand consciousness and value consciousness have a significant and positive effect on brand loyalty. This effect differs according to gender groups. It is thought that this study will help people who do research in the academic field, as well as businesses that want to create brand loyalty.