In recent years, attention to brand and branding has grown significantly. The need for a brand to develop and sell as many products or services as possible is undeniable. In today 's world, branding is one of the most important principles for having a successful business. Brands create value for businesses and can increase market share by increasing consumer awareness of a product, and by creating a sense of belonging and closeness in consumers, pave the way for their repeat purchases. On the other hand, having loyal customers to the brand is one of the main concerns in branding. One of the categories related to loyalty
