Tüketici Ruhunun Haritası: Satın Alma Motivasyonları Ve Marka Sadakatinin Psikodinamiği Üzerine Bir Araştırma

This study investigates the influence of purchase motivations -hedonic, utilitarian, impulsive and passionate motivations- on brand loyalty and focuses on the extent to which these motivations influence consumer behavior and decision-making processes. In order to explore the psychological processes underlying the development of brand loyalty, quantitative questionnaires assessing consumer motivations are administered and the data are interpreted through statistical analysis to reveal the relationships between motivation types and loyalty tendencies. The results suggest that businesses can increase customer loyalty by integrating passion-driven elements into their brand strategy. The findings emphasize the importance of understanding psychological motivations in marketing strategies as they can fundamentally shape consumers' decisions and relationships with their brands. As a result, this research aims to contribute to the theoretical framework surrounding brand loyalty as well as provide actionable insights for businesses/brands aiming to develop lasting relationships with their target audience and thus improve consumer loyalty, satisfaction and overall satisfaction. Keywords: Brand loyalty, consumer behavior, purchase motivations