Marketing and Branding Research

While the term fanaticism forces one to create exclusive associations with sports events, it is nevertheless a very broad concept where an individual owes loyalty to a particular area they are interested in to the point of being a fanatic. This study has addressed the areas to which individuals feel loyalty at a fanatical level and attempt to identify which of those areas are more dominant in terms of sampling. Fanatic individuals demonstrate similar characteristics and behaviours in line with the area of their choice. Lifestyle is an important factor that determines the ways in which consumers spend their time and money. Due to the importance of the lifestyle factor, we have wished to study its influence on the fanatical tendencies of individuals. The aim of this study is to make suggestions regarding the lifestyles of this particular consumer group for the benefit of the businesses. Lastly, the influence of fanatical tendencies on individuals’ consumption styles are addressed. In this respect, hedonic and symbolic consumption styles - which are believed to be the results of fanatical tendencies- and impulsive buying behaviour are studied. The study is conducted with the consumers living in the city centre of Erzurum that were interested in any specific area of consumption through the use of questionnaires. The data analysis indicated that the lifestyles led by the consumers influence their fanatical tendencies which in turn influence their consumption styles.