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

Abstract

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

Keywords

• Brand experience, brand love, brand loyalty

Marka Aşkının Marka Deneyimi ile Marka Sadakati Arasındaki İlişkiye Aracılık Etkisi

Abstract

Çalışmanın amacı marka aşkının marka deneyimi ile marka sadakati arasındaki ilişki üzerinde aracılık etkisi olup olmadığını incelemektir. Kavramsal çerçeve ve hipotezler otomobil markaları ile deneyim yaşamış olan 178 katılımcının oluşturduğu bir örneklem ile analiz edilmiştir. Elde edilen veriler yapısal eşitlik modeli kullanılarak test edilmiştir. Çalışmanın bulguları, marka aşkının marka deneyimi ile marka sadakati arasındaki ilişki üzerinde tam aracılık etkisi yarattığını göstermektedir. Bu çalışma yöneticilere önemli öneriler sunmaktadır. Yöneticilerin hedef tüketiciler üzerinde marka deneyimi yaratacak ve dolayısı ile marka aşkını güçlendirecek stratejilere daha fazla önem vermeleri halinde tüketicilerin marka sadakatlerinin artması beklenmektedir

Keywords

• Marka deneyimi, marka aşkı, marka sadakati

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