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Current Approaches in Social Sciences

Edited By Rasim Yilmaz, Günther Löschnigg, Hasan Arslan and Mehmet Ali Icbay

Current Approaches in Social Sciences is a collection of research papers on a wide range of social issues written by researchers from several different institutions. The book will appeal to educators, researchers, social students and teachers of all subjects and of all levels, who wish to develop personally and professionally. It will also be useful to all those who interact, one way or another, with both students and teachers in a social context.

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The Attitudes of Youth towards Brand: Is it Addiction or Loyalty? (Gamze Yildiz Erduran)

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Gamze Yildiz Erduran The Attitudes of Youth towards Brand: Is it Addiction or Loyalty? Introduction The difference between new and old has been growing due to rapid changes in technology, habits, lifestyle, points of view, etc. and most of the concepts of the past have been redefined as a consequence. The fact that individuals have less time, resources, and patience, in addition to the continuous developments in technol- ogy, results in growing demands and expectations. In most areas where this is the case, the individuals seem to change their buying behaviours. The aim of buying behaviours seems to be towards reaching the best from supplying a demand and individuals have hereby began to name the products and services after brands instead of their types or names. Brand names, ranging from computers, clothing, education, health care ser- vices, places to eat, and cars, have already been defining the character of an indi- vidual and they are thought to be equal to reference values. Being loyal or attached to something is to form a connection with something and have confidence in it while being loyal to it. From this point of view, brand loyalty means the repurchasing of a product or service by an individual as long as the products and services give the feeling of trust while being addicted to; this means being dependent on something and having no autonomy. So, it can be said that brand addiction explains an individual’s definition of himself or herself with a brand and his...

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