Identify Key Components of Brand Loyalty in Luxury Goods Using Fuzzy Delphi (FD)

Loyalty is a positive attitude to a product caused by repeated use of it, which is due to psychological processes. Luxury brands refer to high-quality, hedonistic and often handmade products that are sold at a price far beyond their functional usefulness. The aim of this study was to identify the key components of brand loyalty in luxury goods using fuzzy Delphi. For this purpose, after reviewing the theoretical foundations and background of the research, the dimensions of brand loyalty in luxury goods were identified with the opinion of 30 experts and academic professors who were fluent in the research concepts. The results of this study show that word-of-mouth advertising, buyer's tendencies, increasing purchase of target goods, repeating purchase by customer, brand preference over other brands and behavior of previous buyers have a direct impact on brand loyalty of luxury goods.