KAVAK, BAHTIŞEN Hacettepe University - Department of Business Administration, Turkey , TEKTAŞ, ÖZNUR ÖZKAN Hacettepe University - Department of Business Administration, Turkey , ERYİĞİT, CANAN Hacettepe University - Department of Business Administration, Turkey , BAŞGÖZE, PINAR Hacettepe University - Department of Business Administration, Turkey

EFFECTS OF HEDONIC - UTILITARIAN MOTIVES AND LIFE STYLE ON ATTITUDINAL-BEHAVIORAL LOYALTY

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This study investigates whether the effects of hedonic and utilitarian buying motives on attitudinal and behavioral loyalty vary for convenience, shopping, and specialty product types, with a control for consumers’ life styles. Data was collected from 835 Turkish households. MANOVA was used to test the effects of hedonic and utilitarian buying motives. The results showed that utilitarian buying motives have significant effects on attitudinal loyalty for shopping and specialty products. Hedonic motives have significant effects on attitudinal loyalty for shopping products and on behavioral loyalty for specialty products. According to MANCOVA results, life styles do not have controlling effects.

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hedonic motives , utilitarian motives , loyalty , life style , Turkey.

Bogazici Journal

40