The Mediating Role of Brand Love on the Relationship between Brand Experience and Brand Loyalty

Creative Commons License

Askin N., İpek İ.

EGE ACADEMIC REVIEW, cilt.16, sa.1, ss.79-94, 2016 (ESCI) identifier

  • Yayın Türü: Makale / Tam Makale
  • Cilt numarası: 16 Sayı: 1
  • Basım Tarihi: 2016
  • Doi Numarası: 10.21121/eab.2016116585
  • Dergi Adı: EGE ACADEMIC REVIEW
  • Derginin Tarandığı İndeksler: Emerging Sources Citation Index (ESCI), TR DİZİN (ULAKBİM)
  • Sayfa Sayıları: ss.79-94
  • Anahtar Kelimeler: Brand experience, brand love, brand loyalty, ORGANIZATIONAL RESEARCH, CONSUMERS, ANTECEDENTS, CONSEQUENCES, CONSUMPTION, DIMENSIONS, BEHAVIOR, OUTCOMES
  • Dokuz Eylül Üniversitesi Adresli: Evet

Özet

This study attempts to propose and test a conceptual model that investigates the mediating role of brand love on the relationship between brand experience and brand loyalty. The conceptual model and relevant hypotheses are analyzed with a sample of 178 consumers who have experienced with automobile brands. Data were tested through structural equation modeling. The results demonstrate a full mediation role of brand love on the linkage between brand experience and brand loyalty. This study offers such interesting implications that as managers attach more importance to the strategies creating brand experience on target customers, which in turn, enhances the brand love, customers are expected to be more loyal to brands.