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

Authors : Kader Erol

Pages : 175-192

Doi:10.54439/gupayad.1835076

View : 42 | Download : 190

Publication Date : 2025-12-30

Article Type : Research Paper

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

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