Two Faces of Loyalty: How Marketing and Finance Share the Same Psychological Core

Kader Erol

doi:10.54439/gupayad.1835076

EN TR

Two Faces of Loyalty: How Marketing and Finance Share the Same Psychological Core

Öz

Purpose: The study aims to identify the shared psychological underpinnings of brand loyalty in marketing and portfolio loyalty in behavioral finance by clarifying their theoretical foundations, common mechanisms, and cross-domain implications. It further examines how emotional bonding, habitual behavior, and cognitive biases collectively shape persistent loyalty across consumer and investor decision contexts. This study integrates the marketing and behavioral finance literatures to underscore the importance of conceptualizing loyalty within a unified psychological framework. Method: An interdisciplinary conceptual review synthesizes theoretical perspectives from marketing, consumer psychology, and behavioral finance. The qualitative analysis integrates cognitive–emotional mechanisms derived from commitment–trust theory, behavioral portfolio theory, and prospect theory to construct a unified understanding of loyalty processes. Findings: The results indicate that emotional attachment, habit formation, trust, perceived control, and risk perception function as core determinants of loyalty in both domains, while biases such as loss aversion, status quo bias, the endowment effect, and sunk cost reasoning produce analogous behavioral patterns. Loyalty programs and financial retention strategies similarly activate mechanisms that reduce uncertainty and reinforce psychological consistency. Conclusion: Brand and portfolio loyalty emerge through comparable cognitive–emotional pathways, suggesting a transferable psychological framework for understanding loyalty- driven behavior. These parallels provide actionable insights for designing interventions that strengthen loyalty while mitigating decision biases. Future research should empirically evaluate these mechanisms within digital decision environments and sustainability-oriented financial contexts.

Anahtar Kelimeler

Brand loyalty, portfolio loyalty, behavioral economics, consumer psychology, cognitive and emotional biases.

Sadakatin İki Yüzü: Pazarlama ve Finansın Ortak Psikolojik Temeli

Öz

Amaç: Çalışma, pazarlamadaki marka sadakati ile davranışsal finansta portföy sadakati arasındaki ortak psikolojik temelleri belirlemeyi; bu kavramların kuramsal dayanaklarını, ortak mekanizmalarını ve disiplinler arası etkilerini açıklamayı amaçlamaktadır. Ayrıca duygusal bağlılık, alışkanlık davranışları ve bilişsel önyargıların tüketici ve yatırımcı kararlarında kalıcı sadakati nasıl şekillendirdiği incelenmektedir. Bu çalışma, pazarlama ve davranışsal finans literatürlerini bir araya getirerek sadakatin ortak bir psikolojik çerçeve üzerinden ele alınmasının önemini ortaya koymaktadır. Yöntem: Disiplinler arası bir kavramsal inceleme kapsamında pazarlama, tüketici psikolojisi ve davranışsal finans literatürlerinden kuramsal perspektifler sentezlenmiştir. Nitel analiz, bağlılık süreçlerini açıklayan bilişsel-duygusal mekanizmaları bağlılık-güven teorisi, davranışsal portföy teorisi ve beklenti teorisi çerçeveleriyle bütünleştirmektedir. Bulgular: Bulgular, duygusal bağlılık, alışkanlık oluşumu, güven, algılanan kontrol ve risk algısının her iki alanda da sadakatin temel belirleyicileri olduğunu göstermektedir. Kayıptan kaçınma, statüko yanlılığı, sahiplik etkisi ve batık maliyet yanılgısı gibi önyargıların benzer davranış kalıpları ürettiği görülmüştür. Sonuç: Marka ve portföy sadakati benzer bilişsel-duygusal süreçler yoluyla ortaya çıkmakta olup, sadakate ilişkin aktarılabilir bir psikolojik çerçeve sunmaktadır. Bu benzerlikler, sadakati güçlendirmeyi ve karar önyargılarını azaltmayı hedefleyen stratejilere yönelik uygulanabilir içgörüler sağlamaktadır. Gelecek araştırmaların bu mekanizmaları dijital karar ortamlarında ve sürdürülebilir finans bağlamlarında ampirik olarak test etmesi önerilmektedir.

Anahtar Kelimeler

Marka sadakati, portföy sadakati, davranışsal ekonomi, tüketici psikolojisi, bilişsel ve duygusal önyargılar.

Etik Beyan

Since this study does not require scientific research and publication ethics permission, ethics committee approval was not obtained.

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Ayrıntılar

Birincil Dil

İngilizce

Konular

Pazarlama (Diğer)

Bölüm

Araştırma Makalesi

Yazarlar

Kader Erol ^*
0000-0002-9143-2946
Türkiye

Yayımlanma Tarihi

30 Aralık 2025

Gönderilme Tarihi

3 Aralık 2025

Kabul Tarihi

29 Aralık 2025

Yayımlandığı Sayı

Yıl 2025 Cilt: 6 Sayı: 2

DOI

https://doi.org/10.54439/gupayad.1835076

IZ

https://izlik.org/JA39RS88LZ

APA

Erol, K. (2025). Two Faces of Loyalty: How Marketing and Finance Share the Same Psychological Core. Güncel Pazarlama Yaklaşımları ve Araştırmaları Dergisi, 6(2), 175-192. https://doi.org/10.54439/gupayad.1835076

AMA

1.Erol K. Two Faces of Loyalty: How Marketing and Finance Share the Same Psychological Core. GÜPAYAD. 2025;6(2):175-192. doi:10.54439/gupayad.1835076

Chicago

Erol, Kader. 2025. “Two Faces of Loyalty: How Marketing and Finance Share the Same Psychological Core”. Güncel Pazarlama Yaklaşımları ve Araştırmaları Dergisi 6 (2): 175-92. https://doi.org/10.54439/gupayad.1835076.

EndNote

Erol K (01 Aralık 2025) Two Faces of Loyalty: How Marketing and Finance Share the Same Psychological Core. Güncel Pazarlama Yaklaşımları ve Araştırmaları Dergisi 6 2 175–192.

IEEE

[1]K. Erol, “Two Faces of Loyalty: How Marketing and Finance Share the Same Psychological Core”, GÜPAYAD, c. 6, sy 2, ss. 175–192, Ara. 2025, doi: 10.54439/gupayad.1835076.

ISNAD

Erol, Kader. “Two Faces of Loyalty: How Marketing and Finance Share the Same Psychological Core”. Güncel Pazarlama Yaklaşımları ve Araştırmaları Dergisi 6/2 (01 Aralık 2025): 175-192. https://doi.org/10.54439/gupayad.1835076.

JAMA

1.Erol K. Two Faces of Loyalty: How Marketing and Finance Share the Same Psychological Core. GÜPAYAD. 2025;6:175–192.

MLA

Erol, Kader. “Two Faces of Loyalty: How Marketing and Finance Share the Same Psychological Core”. Güncel Pazarlama Yaklaşımları ve Araştırmaları Dergisi, c. 6, sy 2, Aralık 2025, ss. 175-92, doi:10.54439/gupayad.1835076.

Vancouver

1.Kader Erol. Two Faces of Loyalty: How Marketing and Finance Share the Same Psychological Core. GÜPAYAD. 01 Aralık 2025;6(2):175-92. doi:10.54439/gupayad.1835076