The Mediating Role of Brand Love on the Effect of Brand Trust, Awareness and Self-Image Congruence on Brand Loyalty

Abstract

Consumer’s love with their brands strengthens their long-term relationship with the brand. But brand trust, awareness and self-image congruence are affected on brand love and loyalty. The aim of this study is to determine the mediator affect of brand love on the affect of these factors on brand loyalty. In the study, mediator effect analysis was used to test the hypotheses of the model. This study conducted on the consumers in Muş shows that the effect of brand trust, awareness, and self-image congruence on loyalty are statisticaly significant and there is mediating affect of brand love on these affects for durable product groups. Also, the mediating affect of brand love on the affect of brand trust on brand loyalty is more than other factors’ affect

Keywords

• Brand Awareness, Brand Trust, SelfImage Congruence, Brand Love, Brand Loyalty

Marka Güveni, Farkındalığı ve İmaj Uyumunun Marka Bağlılığına Etkisinde Marka Aşkının Aracılık Rolü

Abstract

Tüketicilerin markaya aşk duygusuyla bağlanmaları marka ile uzun süreli ilişkisini güçlendirmektedir. Ancak tüketicinin markaya aşk ile bağlanmasında ve markayla uzun süreli bir ilişki sürdürmesinde marka güveni, farkındalığı ve benlik imaj uyumu etkili olan faktörlerdendir. Bu çalışmada amaç bu faktörlerin marka bağlılığına etkisinde marka aşkının aracılık rolünü belirlemektir. Modellere ilişkin hipotezleri test etmek için aracı etki analizi kullanılmıştır. Muş ilindeki tüketiciler üzerinde yapılan bu çalışmada, dayanıklı ürün gruplarında marka güveni, farkındalığı ve benlik-imaj uyumunun marka bağlılığına etkilerinin anlamlı olduğu ve bu etkilere marka aşkının kısmi aracılık ettiği tespit edilmiştir. Ayrıca marka güveninin marka bağlılığına etkisinde marka aşkının aracılık rolünün daha fazla olduğu tespit edilmiştir

Keywords

• Marka Farkındalığı, Marka Güveni, Marka İmaj Uyumu, Marka Bağlılığı, Marka Aşkı

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