Brand Loyalty's Moderating Role Between Emotional Intelligence and Impulse Purchases: A Case Study in Turkey

This study aims to investigate the moderator role of brand loyalty in the relationship between emotional intelligence and impulse buying behavior. The sample of the study consists of consumers living in Turkey. Using the convenience sampling method, a survey was conducted with 956 people who shopped in the ready-to-wear department. Hypotheses were tested through SPSS and AMOS. The collected statistical data showed that there is a negative and significant relationship between emotional intelligence and impulse purchases, and that brand loyalty has a mediating role in this relationship. Although much research in the literature studies emotional intelligence and consumer behaviors in separate contexts, there is a limited number of studies that study them together. Thus, it is thought that this study will bring a new perspective to the literature.