Analyzing the impact of brand sustainability practices on brand loyalty

Basit Öğe Kaydı
dc.authorid0009-0003-3827-1615
dc.contributor.advisorDeveli, Evrim İldemen_US
dc.contributor.authorAudi, Umar Gonien_US
dc.contributor.otherIşık Üniversitesi, Lisansüstü Eğitim Enstitüsü, Yöneticiler için İşletme Yönetimi Yüksek Lisans Programıen_US
dc.contributor.otherIşık University, School of Graduate Studies, Executive Master of Business Administrationen_US
dc.date.accessioned2024-03-13T19:09:13Z
dc.date.available2024-03-13T19:09:13Z
dc.date.issued2024-02-12
dc.departmentIşık Üniversitesi, Lisansüstü Eğitim Enstitüsü, Yöneticiler için İşletme Yönetimi Yüksek Lisans Programıen_US
dc.departmentIşık University, School of Graduate Studies, Executive Master of Business Administrationen_US
dc.descriptionText in English ; Abstract: English and Turkishen_US
dc.descriptionIncludes bibliographical references (leaves 82-88)en_US
dc.descriptionxii, 100 leavesen_US
dc.description.abstractThis study delves into the impact of sustainability practices on brand loyalty, particularly within the fast-fashion industry. It addresses the growing consumer awareness of how fast-fashion brands manage their environmental and ethical responsibilities and how such practices influence consumer loyalty. The research posits that effective communication of sustainability initiatives via social media can significantly enhance consumer trust, satisfaction, and engagement, thereby fostering greater brand loyalty. However, the challenge lies in managing these digital platforms to prevent the dissemination of content that could damage the brand's reputation. Utilizing a quantitative research method, a cross-sectional survey was distributed across multiple social media channels to analyze the interconnections between sustainability practices and their effect on brand loyalty, alongside variables such as satisfaction, trust, and engagement. The analysis, conducted using SPSS, employed various statistical tools and demonstrated a positive link between transparent sustainability practices and brand loyalty. The findings reinforce the importance of sustainability in strengthening brand loyalty in the fast-fashion industry. This study, while providing valuable insights, acknowledges limitations due to its specific demographic focus and the concentration on a single industry sector.en_US
dc.description.abstractBu çalışma, özellikle hızlı moda endüstrisinde sürdürülebilirlik uygulamalarının marka sadakati üzerindeki etkisini incelemektedir. Tüketicilerin hızlı moda markalarının çevresel ve etik sorumluluklarını nasıl yönettiklerine ve bu tür uygulamaların tüketici sadakatini nasıl etkilediğine dair artan farkındalığı ele alır. Araştırma, sosyal medya aracılığıyla sürdürülebilirlik girişimlerinin etkili bir şekilde iletişiminin, tüketici güvenini, memnuniyetini ve katılımını önemli ölçüde artırabileceğini ve böylece marka sadakatini daha da güçlendirebileceğini öne sürmektedir. Ancak, markanın itibarına zarar verebilecek içeriklerin dijital platformlar üzerinden yayılmasını önleme konusunda bir zorluk bulunmaktadır. Nicel bir araştırma yöntemi kullanarak, sürdürülebilirlik uygulamaları ile marka sadakati arasındaki ilişkileri, memnuniyet, güven ve katılım gibi değişkenlerle birlikte analiz etmek için çapraz bir anket, birden fazla sosyal medya kanalı aracılığıyla dağıtılmıştır. SPSS kullanılarak yapılan analiz, çeşitli istatistiksel araçlar kullanmış ve şeffaf sürdürülebilirlik uygulamaları ile marka sadakati arasında pozitif bir bağlantı göstermiştir. Bulgular, sürdürülebilirliğin hızlı moda endüstrisinde marka sadakatini güçlendirmedeki önemini pekiştirmektedir. Bu çalışma, değerli içgörüler sunmasına rağmen, belirli bir demografik odağa ve tek bir endüstri sektörüne yoğunlaşma nedeniyle sınırlılıklarını kabul etmektedir.en_US
dc.description.tableofcontentsSocial Media Marketing Literature Frameworken_US
dc.description.tableofcontentsSocial Media Marketing: Building Brand Loyalty Through Conversational Media and Online Community Engagementen_US
dc.description.tableofcontentsSocial Media Marketing Activitiesen_US
dc.description.tableofcontentsBrand Loyaltyen_US
dc.description.tableofcontentsTrust with the branden_US
dc.description.tableofcontentsEngagement with the branden_US
dc.description.tableofcontentsBrand Information (Sustainability Communication)en_US
dc.description.tableofcontentsSustainabilityen_US
dc.description.tableofcontentsSustainability in the Fast-Fashion Industryen_US
dc.description.tableofcontentsTheoretical frameworken_US
dc.description.tableofcontentsSocial Media Brand Information on Sustainability Initiativesen_US
dc.description.tableofcontentsTrust in the branden_US
dc.description.tableofcontentsEngagement with the branden_US
dc.description.tableofcontentsSatisfaction with the branden_US
dc.description.tableofcontentsBrand Loyalty within the Context of Social Media and Fast-Fashionen_US
dc.description.tableofcontentsSatisfaction with the branden_US
dc.description.tableofcontentsSatisfaction with the Brand in the context of Social Media and Fast Fashionen_US
dc.description.tableofcontentsMethodological Approach: Demographic Profile and Sample Characteristicsen_US
dc.description.tableofcontentsSocial Media Usageen_US
dc.description.tableofcontentsOperationalization and preliminary Testsen_US
dc.description.tableofcontentsOperationalization of Variablesen_US
dc.description.tableofcontentsSustainability Communicationen_US
dc.description.tableofcontentsLoyalty to the Branden_US
dc.description.tableofcontentsSatisfaction with the Branden_US
dc.description.tableofcontentsTrust in the Branden_US
dc.description.tableofcontentsEngagement with the Branden_US
dc.description.tableofcontentsPreliminary Testsen_US
dc.description.tableofcontentsQuality Criteriaen_US
dc.description.tableofcontentsEthical Considerationen_US
dc.description.tableofcontentsCronbach Alphaen_US
dc.description.tableofcontentsDescriptive Statisticsen_US
dc.description.tableofcontentsPearson’s Correlation Analysisen_US
dc.description.tableofcontentsANOVAen_US
dc.description.tableofcontentsCoefficient Analysisen_US
dc.description.tableofcontentsRegression Analysisen_US
dc.description.tableofcontentsHypothesis Testingen_US
dc.description.tableofcontentsFactor Analysisen_US
dc.description.tableofcontentsKaiser-Meyer-Olkin (KMO)en_US
dc.description.tableofcontentsBartlett’s test of Sphericityen_US
dc.description.tableofcontentsImplications of the study in Nigeriaen_US
dc.description.tableofcontentsDefinitions of Brand Loyaltyen_US
dc.description.tableofcontentsDefinitions of Sustainabilityen_US
dc.description.tableofcontentsDefinitions of Satisfaction with the branden_US
dc.description.tableofcontentsReliability Statistics of initial 30 Survey respondentsen_US
dc.description.tableofcontentsOperationalization Tableen_US
dc.description.tableofcontentsReliability analysis of Sustainability Awarenessen_US
dc.description.tableofcontentsReliability analysis of Brand Loyaltyen_US
dc.description.tableofcontentsReliability analysis of Satisfaction with the Branden_US
dc.description.tableofcontentsReliability analysis of Trust with the Branden_US
dc.description.tableofcontentsReliability analysis of Engagement with the Branden_US
dc.description.tableofcontentsSociodemographic Characteristicsen_US
dc.description.tableofcontents“I Believe This Fast-Fashion Brand Should Enclose Information About Its Sustainable Efforts with Its Customers on social media.”en_US
dc.description.tableofcontents“It Is Important to Me That This Fast-Fashion Brand Shares Information About Their Sustainability Efforts with Its Customers”en_US
dc.description.tableofcontents“Information About Sustainability Efforts of The Fast-Fashion Brand Is Useful for Me As A Customer”en_US
dc.description.tableofcontents“Information about sustainability efforts of the fast-fashion brand would attract me”en_US
dc.description.tableofcontents“I Would Consider Myself More Loyal to this Fast-Fashion Brand”en_US
dc.description.tableofcontents“I Would Continue Buying from Fast Fashion Brand on The Next Opportunity I Get”en_US
dc.description.tableofcontents“I would Choose this Fast-Fashion Brand to a Higher Degree in the Future”en_US
dc.description.tableofcontents“I would recommend this fast-fashion brand to a higher degree to other people”en_US
dc.description.tableofcontents“I would consider myself more satisfied with this fast-fashion brand”en_US
dc.description.tableofcontents“I would consider that this fast-fashion brand meets my expectations to a higher degree.”en_US
dc.description.tableofcontents“I Would Consider Myself More Satisfied With The way This Fast-Fashion Brand Fit My Needs”en_US
dc.description.tableofcontents“I would consider myself more satisfied with the way this fast-fashion brand meets my requirements.”en_US
dc.description.tableofcontents“I would consider to a higher degree that this fast-fashion brand is honest.”en_US
dc.description.tableofcontents“I would believe in this fast-fashion brand to a higher degree.”en_US
dc.description.tableofcontents“I would feel more confidence in this fast-fashion brand.”en_US
dc.description.tableofcontents“I would trust this fast-fashion brand to a higher degree.”en_US
dc.description.tableofcontents“I would increase my interaction with others, about this fast-fashion brand on social media.”en_US
dc.description.tableofcontents“I would share this information with others to a higher degree, about this fast-fashion brand on social media.”en_US
dc.description.tableofcontents“I would post comments to a higher level, to this fast-fashion brand’s social media pages.”en_US
dc.description.tableofcontents“I would increase my participation, as a member of the community of this fast-fashion brand on social media.”en_US
dc.description.tableofcontentsHypothesis 1 Correlationen_US
dc.description.tableofcontentsHypothesis 1 Anovaen_US
dc.description.tableofcontentsHypothesis 1 Coefficientsen_US
dc.description.tableofcontentsHypothesis 1 Regression Modelen_US
dc.description.tableofcontentsHypothesis 2 Correlationen_US
dc.description.tableofcontentsHypothesis 2 Anovaen_US
dc.description.tableofcontentsHypothesis 2 Coefficientsen_US
dc.description.tableofcontentsHypothesis 2 Regression modelen_US
dc.description.tableofcontentsHypothesis 3 Correlationen_US
dc.description.tableofcontentsHypothesis 3 Anovaen_US
dc.description.tableofcontentsHypothesis 3 Coefficientsen_US
dc.description.tableofcontentsHypothesis 3 Regression modelen_US
dc.description.tableofcontentsHypothesis 4 Correlationen_US
dc.description.tableofcontentsHypothesis 4 Anovaen_US
dc.description.tableofcontentsHypothesis 4 Coefficientsen_US
dc.description.tableofcontentsHypothesis 4 Regression Modelen_US
dc.description.tableofcontentsHypothesis 5 Correlationen_US
dc.description.tableofcontentsHypothesis 5 Anovaen_US
dc.description.tableofcontentsHypothesis 5 Coefficientsen_US
dc.description.tableofcontentsHypothesis 5 Regression modelen_US
dc.description.tableofcontentsHypothesis 6 Correlationen_US
dc.description.tableofcontentsHypothesis 6 Anovaen_US
dc.description.tableofcontentsHypothesis 6 Coefficientsen_US
dc.description.tableofcontentsHypothesis 6 Regression Modelen_US
dc.description.tableofcontentsHypothesis 7 Correlationsen_US
dc.description.tableofcontentsHypothesis 7 Anovaen_US
dc.description.tableofcontentsHypothesis 7 Coefficientsen_US
dc.description.tableofcontentsHypothesis 7 Regression Modelen_US
dc.description.tableofcontentsKMO and Bartlett’s testen_US
dc.description.tableofcontentsCommunalitiesen_US
dc.description.tableofcontentsThe Brand Loyalty Pyramiden_US
dc.description.tableofcontentsTheoretical Frameworken_US
dc.description.tableofcontentsResidence reported by Sample Populationen_US
dc.description.tableofcontentsEngagement with fashion brands on social mediaen_US
dc.description.tableofcontentsOn which social media platform do you follow a fast-fashion branden_US
dc.identifier.citationAudi, U. G. (2024). Analyzing the impact of brand sustainability practices on brand loyalty. İstanbul: Işık Üniversitesi Lisansüstü Eğitim Enstitüsü.en_US
dc.identifier.urihttps://hdl.handle.net/11729/5916
dc.institutionauthorAudi, Umar Gonien_US
dc.institutionauthorid0009-0003-3827-1615
dc.language.isoenen_US
dc.publisherIşık Üniversitesien_US
dc.relation.publicationcategoryTezen_US
dc.rightsinfo:eu-repo/semantics/openAccessen_US
dc.rightsAttribution-NonCommercial-NoDerivs 3.0 United States*
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/3.0/us/*
dc.subjectSustainabilityen_US
dc.subjectFast-fashion branden_US
dc.subjectCustomers’ satisfactionen_US
dc.subjectEngagementen_US
dc.subjectSürdürülebilirliken_US
dc.subjectHızlı moda markasıen_US
dc.subjectMüşteri memnuniyetien_US
dc.subjectEtkileşimen_US
dc.subject.lccHF5415.1265 .A93 2024
dc.subject.lcshBrand loyalty.en_US
dc.subject.lcshConsumer satisfaction.en_US
dc.subject.lcshClothing trade -- Environmental aspects.en_US
dc.subject.lcshSocial media -- Marketing.en_US
dc.titleAnalyzing the impact of brand sustainability practices on brand loyaltyen_US
dc.title.alternativeSosyal medya pazarlamasının marka bağlılığı üzerindeki etkisinin analizien_US
dc.typeMaster Thesisen_US
dspace.entity.typePublication

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