Brand Experience, Its Antecedents and Its Effects on Brand Loyalty in Online TV Streaming Platforms: The Mediation Effect of Brand Attitude and Brand Preference

Year 2021, Issue: 38, 342 - 363, 31.12.2021

Aysel Erciş , Namık Kemal Deveci Fatma Görgün Deveci

https://doi.org/10.17829/turcom.934464

Abstract

Online TV streaming platforms are emerging markets. The assessment of customer-brand relations and
brand experiences on these platforms will be useful in developing, testing structural models, and examining
the indirect-direct effects on brand loyalty. This study aims to determine brand experiences’ antecedents
and the effects on brand attitude, brand preference, and brand loyalty in terms of online TV streaming
platforms. In addition, attempts to provide a different perspective to brand experience models by testing
different mediation effects of brand attitude and brand preference. This study proposes a comprehensive
model based on a sample consisting of 389 consumers, who are members of at least one online TV
streaming platform, and the data, which was collected with an online survey. According to the findings,
which were obtained after the structural equation modeling and mediation analyses, self-brand connection
has an effect on brand experience dimensions. “Feel”, “act”, “think” and “relate” dimensions have an effect
on brand attitude; “sense”, “act”, “think” and “relate” dimensions have an effect on brand loyalty, and “sense”,
“feel” and “think” dimensions have an effect on brand preference. Additionally, brand attitude has an effect on brand preference. Both brand attitude and brand preference have an effect on brand loyalty. Finally, the
mediation effects of brand attitude and brand preference have been supported.

Keywords

Self-Brand Connection, Brand Experience, Brand Attitude, Brand Preference, Brand Loyalty, Mediation Effect

Supporting Institution

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Project Number

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Thanks

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Çevrimiçi TV Yayın Platformlarında Marka Deneyimi, Öncülü ve Marka Bağlılığı Üzerine Etkileri: Marka Tutumu ve Marka Tercihinin Aracılık Etkisi

Abstract

Çevrimiçi TV yayın platformları gelişen pazarlardır. Bu platformlardaki müşteri-marka ilişkilerinin
ve marka deneyimlerinin değerlendirilmesi; yapısal modellerin geliştirilmesi, test edilmesi ve marka
sadakati üzerindeki dolaylı-doğrudan etkilerin incelenmesinde faydalı olacaktır. Bu çalışma, çevrimiçi
TV yayın platformları açısından marka deneyiminin öncülü ve marka tutumu, marka tercihi ve marka
sadakati üzerindeki etkilerini belirlemeyi amaçlamaktadır. Bunun yanı sıra, marka tutumu ve marka
tercihinin farklı aracılık etkilerini test ederek, marka deneyimi modellerine farklı bir bakış açısı getirmeye
çalışmaktadır. Örneklemi, en az bir çevrimiçi TV yayın platformuna üyeliği olan 389 tüketiciden oluşan
ve verileri çevrimiçi anket ile toplanan bu çalışma kapsamlı bir model önerisinde bulunmaktadır. Yapısal
eşitlik modellemesi ve aracılık analizleri sonrasında elde edilen bulgulara göre, benlik-marka ilişkisi marka
deneyimi boyutları üzerinde etkilidir. “Hissetme”, “davranma”, “düşünme”, “ilişki kurma” boyutları marka
tutumu; “duyumsama”, “davranma”, “düşünme” ve “ilişki kurma” boyutları marka bağlılığı ve “duyumsama”,
“hissetme” ve “düşünme” boyutları marka tercihi üzerinde etkilidir. Buna ek olarak, marka tutumu marka
tercihi üzerinde etkilidir. Hem marka tutumu hem de marka tercihi marka bağlılığı üzerinde etkilidir. Son
olarak, marka tutumu ve marka tercihinin aracılık etkileri desteklenmiştir.

Keywords

Benlik-Marka Bağlantısı, Marka Deneyimi, Marka Tutumu, Marka Tercihi, Marka Bağlılığı, Aracılık Etkisi

Project Number

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