Research Article
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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
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.

Supporting Institution

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Project Number

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Thanks

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References

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  • Ballantyne, R., Warren, A., & Nobbs, K., (2006). The evolution of brand choice. Journal of Brand Management, 13(4-5), 339–352.
  • Bapat, D. (2020). Examining the antecedents and consequences of brand experience dimensions: implications for branding strategy. Journal of Asia Business Studies, 14(4), 505-524.
  • Bapat, D., & Thanigan, J. (2016). Exploring relationship among brand experience dimensions, brand evaluation and brand loyalty. Global Business Review, 17(6), 1357-1372.
  • Baron, R. M., & Kenny, D. A. (1986). The moderator-mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 51(6), 1173-1182.
  • Beig, F. A., & Khan, M. F. (2018). Impact of social media marketing on brand experience: A study of select apparel brands on Facebook. Vision: The Journal of Business Perspective, 22(3), 264-275.
  • Bhattacharya, C. B., & Sankar, S. (2003). Consumer–company identification: A framework for understanding consumers’ relationships with companies. Journal of Marketing, 67(2), 76-88.
  • Boubker, O., & Douayri, K. (2020). Dataset on the relationship between consumer satisfaction, brand attitude, brand preference and purchase intentions of dairy product: The case of the Laayoune-Sakia El Hamra region in Morocco. Data in Brief, 32, 1-7.
  • Brakus, J. J., Schmitt B. H., & Zarantonello, L. (2009). Brand experience: What is it? How is it measured? Does it affect loyalty?. Journal of Marketing, 73(3), 52-68.
  • Butt, M. U. U., Alvi, A. K., & Javed, A. (2016). Does the relationship of brand experience, brand preference and customer satisfaction matter among the customers of PepsiCo Pakistan? (A case of Lahore). Science International (Lahore), 28(5), 4873-4878.
  • Chang, H. H., & Liu, Y.M. (2009). The impact of brand equity on brand preference and purchase intentions in the service industries. The Service Industries Journal, 29(12), 1687–1706.
  • Chaplin, L. N., & John, D. R. (2005). The development of self-brand connections in children and adolescents. Journal of Consumer Research, 32(1), 119-129.
  • Chinomona, R., Mahlangu, D., & Pooe, D. (2013). Brand service quality, satisfaction, trust and preference as predictors of consumer brand loyalty in the retailing industry. Mediterranean Journal of Social Sciences, 4(14), 181-190.
  • Christian, A., & Sunday, M. E. (2013). Factors influencing brand preference of beer consumption in portharcourt metropolis, Rivers State, Nigeria. European Journal of Business and Management, 5(7), 76–87.
  • Cleff, T., Walter, N., & Xie, J. (2018). The effect of online brand experience on brand loyalty: A web of emotions. IUP Journal of Brand Management, 15(1), 7-24.
  • Coelho, F. J., Bairrada, C. M., & de Matos Coelho, A. F. (2020). Functional brand qualities and perceived value: The mediating role of brand experience and brand personality. Psychology & Marketing, 37(1), 41-55.
  • de Oliveira Santini, F., Ladeira, W. J., Sampaio, C. H., & Pinto, D. C. (2018). The brand experience extended model: A meta-analysis. Journal of Brand Management, 25(6), 519-535.
  • de Vet, H. C., Mokkink, L. B., Mosmuller, D. G., & Terwee, C. B. (2017). Spearman-Brown prophecy formula and Cronbach’s alpha: Different faces of reliability and opportunities for new applications. Journal of Clinical Epidemiology, 85, 45-49.
  • Ding, C. G., & Tseng, T. H. (2015). On the relationships among brand experience, hedonic emotions, and brand equity. European Journal of Marketing, 49(7/8), 994-1015.
  • Ebrahim, R., Ghoneim, A., Irani, Z., & Fan, Y. (2016). A brand preference and repurchase intention model: The role of consumer experience. Journal of Marketing Management, 32(13-14), 1230–1259.
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  • Gupta, S., Malhotra, N. K., Czinkota, M., & Foroudi, P. (2016). The local brand representative in reseller networks. Journal of Business Research, 69, 5712–5723.
  • Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2014). Multivariate data analysis: Pearson new international edition. London: Pearson Education Limited.
  • Hair, J. F., Rolph E. A., Ronald L.T., & William C. B. (1998). Multivariate data analysis. New Jersey: Prentice- Hall, Inc.
  • Hammerl, M., Dorner, F., Foscht, T., & Brandstätter, M. (2016). Attribution of symbolic brand meaning: The interplay of consumers, brands and reference groups. Journal of Consumer Marketing, 33(1), 32-40.
  • Harrigan, P., Evers, U., Miles, M. P., & Daly, T. (2018). Customer engagement and the relationship between involvement, engagement, self-brand connection and brand usage intent. Journal of Business Research, 88, 388-396.
  • Hu, L. T., & Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural Equation Modeling: A Multidisciplinary Journal, 6(1), 1-55.
  • Huang, R., Lee, S. H., Kim, H., & Evans, L. (2015). The impact of brand experiences on brand resonance in multi-channel fashion retailing. Journal of Research in Interactive Marketing, 9(2), 129-147.
  • Hultén, B. (2011). Sensory marketing: The multi-sensory brand-experience concept. European Business Review, 23(2), 256-273.
  • Jamal, A., & Goode, M. M. (2001). Consumers and brands: A study of the impact of self‐image congruence on brand preference and satisfaction. Marketing Intelligence & Planning, 19(7), 482-492.
  • Japutra, A., & Molinillo, S. (2019). Responsible and active brand personality: On the relationships with brand experience and key relationship constructs. Journal of Business Research, 99, 464-471.
  • Jeon, M. M., Lee, S., & Jeong, M. (2020). Perceived corporate social responsibility and customers’ behaviors in the ridesharing service industry. International Journal of Hospitality Management, 84, 10234, 1-10.
  • Joshi, R., & Garg, P. (2021). Role of brand experience in shaping brand love. International Journal of Consumer Studies, 45, 259– 272.
  • Jouzaryan, F., Dehbini N., & Shekar, A. (2015). The impact of brand personality, brand trust, brand love and brand experience on consumer brand loyalty. International Journal of Review in Life Sciences, 5(10), 69- 76.
  • Keller, K. L. (2003). Brand synthesis: The multidimensionality of brand knowledge. Journal of Consumer Research, 29(4), 595-600.
  • Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1-22.
  • Khan, I., & Fatma, M. (2017). Antecedents and outcomes of brand experience: An empirical study. Journal of Brand Management, 24, 439–452.
  • Khan, I., Rahman, Z., & Fatma, M. (2016). The role of customer brand engagement and brand experience in online banking. International Journal of Bank Marketing, 34(7), 1025-1041.
  • Kim, J. W., Lee, F., & Suh, Y. G. (2015). Satisfaction and loyalty from shopping mall experience and brand personality. Services Marketing Quarterly, 36, 62–76.
  • Koronaki, E., Theodoridis P. K., & Panigyrakis, G. G. (2020). Linking luxury brand experience and brand attachment through self-brand connections: A role-theory perspective. In A. Kavoura, E. Kefallonitis & P. Theodoridis (Eds.) Strategic innovative marketing and tourism (pp. 783-788). Cham, Switzerland: Springer.
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  • Kwon, E., & Mattila, A. S. (2015). The effect of self–brand connection and self-construal on brand lovers’ word of mouth (WOM). Cornell Hospitality Quarterly, 56(4), 427-435.
  • Lee, H. J., & Kang, M. S. (2012). The effect of brand experience on brand relationship quality. Academy of Marketing Studies Journal, 16(1), 87-98.
  • Liu, F., Li, J., Mizerski, D., & Soh, H. (2012). Self‐congruity, brand attitude, and brand loyalty: A study on luxury brands. European Journal of Marketing, 46(7/8), 922-937.
  • Mascarenhas, O. A., Kesavan, R., & Bernacchi, M. (2006). Lasting customer loyalty: A total customer experience approach. Journal of Consumer Marketing, 23(7), 397-405.
  • Mathew, V., & Thomas, S. (2018). Direct and indirect effect of brand experience on true brand loyalty: Role of involvement. Asia Pacific Journal of Marketing and Logistics, 30(3), 725-748.
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  • Moliner, M. Á., Monferrer-Tirado, D., & Estrada-Guillén, M. (2018). Consequences of customer engagement and customer self-brand connection. Journal of Services Marketing, 32(4), 387-399.
  • Mukerjee, K. (2018). The impact of brand experience, service quality and perceived value on word of mouth of retail bank customers: Investigating the mediating effect of loyalty. Journal of Financial Services Marketing, 23(1), 12-24.
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Çevrimiçi TV Yayın Platformlarında Marka Deneyimi, Öncülü ve Marka Bağlılığı Üzerine Etkileri: Marka Tutumu ve Marka Tercihinin Aracılık Etkisi

Year 2021, Issue: 38, 342 - 363, 31.12.2021
https://doi.org/10.17829/turcom.934464

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.

Project Number

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References

  • Andreini, D., Pedeliento, G., Zarantonello, L., & Solerio, C. (2018). A renaissance of brand experience: Advancing the concept through a multi-perspective analysis. Journal of Business Research, 91, 123-133.
  • Amoako, G. K., Anabila, P., Effah, E. A., & Kumi, D. K. (2017). Mediation role of brand preference on bank advertising and customer loyalty a developing country perspective. International Journal of Bank Marketing, 35(6), 983-996.
  • Ballantyne, R., Warren, A., & Nobbs, K., (2006). The evolution of brand choice. Journal of Brand Management, 13(4-5), 339–352.
  • Bapat, D. (2020). Examining the antecedents and consequences of brand experience dimensions: implications for branding strategy. Journal of Asia Business Studies, 14(4), 505-524.
  • Bapat, D., & Thanigan, J. (2016). Exploring relationship among brand experience dimensions, brand evaluation and brand loyalty. Global Business Review, 17(6), 1357-1372.
  • Baron, R. M., & Kenny, D. A. (1986). The moderator-mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 51(6), 1173-1182.
  • Beig, F. A., & Khan, M. F. (2018). Impact of social media marketing on brand experience: A study of select apparel brands on Facebook. Vision: The Journal of Business Perspective, 22(3), 264-275.
  • Bhattacharya, C. B., & Sankar, S. (2003). Consumer–company identification: A framework for understanding consumers’ relationships with companies. Journal of Marketing, 67(2), 76-88.
  • Boubker, O., & Douayri, K. (2020). Dataset on the relationship between consumer satisfaction, brand attitude, brand preference and purchase intentions of dairy product: The case of the Laayoune-Sakia El Hamra region in Morocco. Data in Brief, 32, 1-7.
  • Brakus, J. J., Schmitt B. H., & Zarantonello, L. (2009). Brand experience: What is it? How is it measured? Does it affect loyalty?. Journal of Marketing, 73(3), 52-68.
  • Butt, M. U. U., Alvi, A. K., & Javed, A. (2016). Does the relationship of brand experience, brand preference and customer satisfaction matter among the customers of PepsiCo Pakistan? (A case of Lahore). Science International (Lahore), 28(5), 4873-4878.
  • Chang, H. H., & Liu, Y.M. (2009). The impact of brand equity on brand preference and purchase intentions in the service industries. The Service Industries Journal, 29(12), 1687–1706.
  • Chaplin, L. N., & John, D. R. (2005). The development of self-brand connections in children and adolescents. Journal of Consumer Research, 32(1), 119-129.
  • Chinomona, R., Mahlangu, D., & Pooe, D. (2013). Brand service quality, satisfaction, trust and preference as predictors of consumer brand loyalty in the retailing industry. Mediterranean Journal of Social Sciences, 4(14), 181-190.
  • Christian, A., & Sunday, M. E. (2013). Factors influencing brand preference of beer consumption in portharcourt metropolis, Rivers State, Nigeria. European Journal of Business and Management, 5(7), 76–87.
  • Cleff, T., Walter, N., & Xie, J. (2018). The effect of online brand experience on brand loyalty: A web of emotions. IUP Journal of Brand Management, 15(1), 7-24.
  • Coelho, F. J., Bairrada, C. M., & de Matos Coelho, A. F. (2020). Functional brand qualities and perceived value: The mediating role of brand experience and brand personality. Psychology & Marketing, 37(1), 41-55.
  • de Oliveira Santini, F., Ladeira, W. J., Sampaio, C. H., & Pinto, D. C. (2018). The brand experience extended model: A meta-analysis. Journal of Brand Management, 25(6), 519-535.
  • de Vet, H. C., Mokkink, L. B., Mosmuller, D. G., & Terwee, C. B. (2017). Spearman-Brown prophecy formula and Cronbach’s alpha: Different faces of reliability and opportunities for new applications. Journal of Clinical Epidemiology, 85, 45-49.
  • Ding, C. G., & Tseng, T. H. (2015). On the relationships among brand experience, hedonic emotions, and brand equity. European Journal of Marketing, 49(7/8), 994-1015.
  • Ebrahim, R., Ghoneim, A., Irani, Z., & Fan, Y. (2016). A brand preference and repurchase intention model: The role of consumer experience. Journal of Marketing Management, 32(13-14), 1230–1259.
  • Escalas, J. E., & Bettman, J. R. (2005). Self-construal, reference groups, and brand meaning. Journal of Consumer Research, 32(3), 378-389.
  • Escalas, J. E., & Bettman, J. R. (2003). You are what they eat: The influence of reference groups on consumers’ connections to brands. Journal of Consumer Psychology, 13(3), 339-348.
  • Fornell, C., & Larcker, D. F. (1981). Structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50.
  • Gentile, C., Spiller, N., & Noci, G. (2007). How to sustain the customer experience: An overview of experience components that co-create value with the customer. European Management Journal, 25(5), 395-410.
  • Gupta, S., Malhotra, N. K., Czinkota, M., & Foroudi, P. (2016). The local brand representative in reseller networks. Journal of Business Research, 69, 5712–5723.
  • Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2014). Multivariate data analysis: Pearson new international edition. London: Pearson Education Limited.
  • Hair, J. F., Rolph E. A., Ronald L.T., & William C. B. (1998). Multivariate data analysis. New Jersey: Prentice- Hall, Inc.
  • Hammerl, M., Dorner, F., Foscht, T., & Brandstätter, M. (2016). Attribution of symbolic brand meaning: The interplay of consumers, brands and reference groups. Journal of Consumer Marketing, 33(1), 32-40.
  • Harrigan, P., Evers, U., Miles, M. P., & Daly, T. (2018). Customer engagement and the relationship between involvement, engagement, self-brand connection and brand usage intent. Journal of Business Research, 88, 388-396.
  • Hu, L. T., & Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural Equation Modeling: A Multidisciplinary Journal, 6(1), 1-55.
  • Huang, R., Lee, S. H., Kim, H., & Evans, L. (2015). The impact of brand experiences on brand resonance in multi-channel fashion retailing. Journal of Research in Interactive Marketing, 9(2), 129-147.
  • Hultén, B. (2011). Sensory marketing: The multi-sensory brand-experience concept. European Business Review, 23(2), 256-273.
  • Jamal, A., & Goode, M. M. (2001). Consumers and brands: A study of the impact of self‐image congruence on brand preference and satisfaction. Marketing Intelligence & Planning, 19(7), 482-492.
  • Japutra, A., & Molinillo, S. (2019). Responsible and active brand personality: On the relationships with brand experience and key relationship constructs. Journal of Business Research, 99, 464-471.
  • Jeon, M. M., Lee, S., & Jeong, M. (2020). Perceived corporate social responsibility and customers’ behaviors in the ridesharing service industry. International Journal of Hospitality Management, 84, 10234, 1-10.
  • Joshi, R., & Garg, P. (2021). Role of brand experience in shaping brand love. International Journal of Consumer Studies, 45, 259– 272.
  • Jouzaryan, F., Dehbini N., & Shekar, A. (2015). The impact of brand personality, brand trust, brand love and brand experience on consumer brand loyalty. International Journal of Review in Life Sciences, 5(10), 69- 76.
  • Keller, K. L. (2003). Brand synthesis: The multidimensionality of brand knowledge. Journal of Consumer Research, 29(4), 595-600.
  • Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1-22.
  • Khan, I., & Fatma, M. (2017). Antecedents and outcomes of brand experience: An empirical study. Journal of Brand Management, 24, 439–452.
  • Khan, I., Rahman, Z., & Fatma, M. (2016). The role of customer brand engagement and brand experience in online banking. International Journal of Bank Marketing, 34(7), 1025-1041.
  • Kim, J. W., Lee, F., & Suh, Y. G. (2015). Satisfaction and loyalty from shopping mall experience and brand personality. Services Marketing Quarterly, 36, 62–76.
  • Koronaki, E., Theodoridis P. K., & Panigyrakis, G. G. (2020). Linking luxury brand experience and brand attachment through self-brand connections: A role-theory perspective. In A. Kavoura, E. Kefallonitis & P. Theodoridis (Eds.) Strategic innovative marketing and tourism (pp. 783-788). Cham, Switzerland: Springer.
  • Kronrod, A., & Huber, J. (2019). Ad wearout wearout: How time can reverse the negative effect of frequent advertising repetition on brand preference. International Journal of Research in Marketing, 36(2), 306- 324.
  • Kwon, E., & Mattila, A. S. (2015). The effect of self–brand connection and self-construal on brand lovers’ word of mouth (WOM). Cornell Hospitality Quarterly, 56(4), 427-435.
  • Lee, H. J., & Kang, M. S. (2012). The effect of brand experience on brand relationship quality. Academy of Marketing Studies Journal, 16(1), 87-98.
  • Liu, F., Li, J., Mizerski, D., & Soh, H. (2012). Self‐congruity, brand attitude, and brand loyalty: A study on luxury brands. European Journal of Marketing, 46(7/8), 922-937.
  • Mascarenhas, O. A., Kesavan, R., & Bernacchi, M. (2006). Lasting customer loyalty: A total customer experience approach. Journal of Consumer Marketing, 23(7), 397-405.
  • Mathew, V., & Thomas, S. (2018). Direct and indirect effect of brand experience on true brand loyalty: Role of involvement. Asia Pacific Journal of Marketing and Logistics, 30(3), 725-748.
  • Mavale, S., & Singh, R. (2020). Study of perception of college going young adults towards online streaming services. International Journal of Engineering and Management Research, 10(1), 111-115.
  • Moliner, M. Á., Monferrer-Tirado, D., & Estrada-Guillén, M. (2018). Consequences of customer engagement and customer self-brand connection. Journal of Services Marketing, 32(4), 387-399.
  • Mukerjee, K. (2018). The impact of brand experience, service quality and perceived value on word of mouth of retail bank customers: Investigating the mediating effect of loyalty. Journal of Financial Services Marketing, 23(1), 12-24.
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Details

Primary Language English
Subjects Communication and Media Studies
Journal Section Research Articles
Authors

Aysel Erciş 0000-0002-9835-8574

Namık Kemal Deveci This is me 0000-0002-4468-7268

Fatma Görgün Deveci 0000-0001-8987-2478

Project Number -
Publication Date December 31, 2021
Submission Date May 7, 2021
Published in Issue Year 2021 Issue: 38

Cite

APA Erciş, A., Deveci, N. K., & Deveci, F. G. (2021). Brand Experience, Its Antecedents and Its Effects on Brand Loyalty in Online TV Streaming Platforms: The Mediation Effect of Brand Attitude and Brand Preference. Türkiye İletişim Araştırmaları Dergisi(38), 342-363. https://doi.org/10.17829/turcom.934464

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