The Effect Of Luxurious Brand Value Perception On Loyalty Formation

Today, competition conditions that are increasing day by day reveal the problem of how brands can make their consumers loyal. In this context, in this research, it is aimed to reveal the effect of consumers' value perceptions towards luxury brand perfumes on the formation of brand loyalty. The research was carried out on 368 people who were reached by convenience sampling method on social media. However, the answers of 47 people who use luxury brand perfumes between 0-1 years and the perfume brand specified by the participant is not on the list in the survey were not included in the analysis, and the analyzes were carried out on 321 people. Correlation analysis was used in order to examine the relationship between consumers' level of brand loyalty towards luxury brands and their perceptions of luxury perfume brands. Multiple regression analysis was used to determine the dimensions of value perception that affect consumers' loyalty levels towards luxury brand perfumes. Research results include functional value (Standard Beta=0.30 p=0.00<0.01) and experiential value (Standard Beta=0.31 p=0.00) among functional, experiential and symbolic dimensions of value perception for luxury brands dimensions have a significant effect on the consumer's loyalty level towards luxury brand perfume.