Year 2019, Volume 6, Issue 2, Pages 137 - 148 2019-06-30

THE MEDIATION ROLE OF BRAND LOVE AND EXPERIENCE IN THE EFFECT OF SELF-BRAND CONNECTION ON THE BRAND LOYALTY

Aysel Ercis [1] , Oguz Han Aykut [2] , Tugba Yildiz [3]

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Purpose- Today, many reasons such as the rapid development of technology and the differences among the demands and needs of the consumers have led the enterprises to identify the elements that can distinguish themselves from their competitors. Therefore, researching the elements that can create brand loyalty is very important in terms of developing the right strategies. The aim of the study is to investigate the mediation role of brand love and brand experience in the effect of self-brand connection on brand loyalty.

Methodology- The research population consists of 18-year-and older university students living in Erzincan province. After the mistaken and deficient answers in the questionnaire have been eliminated, 300 questionnaire forms have been evaluated.

Findings- The results obtained show that self-brand connection has a significant effect on brand loyalty. On the other hand, it is determined that brand love and brand experience have mediation roles in the effect of self-brand connection on brand loyalty.

Conclusion- Brand loyalty, brand experience and brand love are effective in creating brand loyalty.

Brand, self-brand connection, brand love, brand experience, brand loyalty
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Primary Language en
Subjects Management
Journal Section Articles
Authors

Orcid: 0000-0002-9835-8574
Author: Aysel Ercis (Primary Author)

Orcid: 0000-0002-3243-9881
Author: Oguz Han Aykut

Orcid: 0000-0003-0260-0555
Author: Tugba Yildiz

Dates

Publication Date: June 30, 2019

Bibtex @research article { rjbm583997, journal = {Research Journal of Business and Management}, issn = {}, eissn = {2148-6689}, address = {PressAcademia}, year = {2019}, volume = {6}, pages = {137 - 148}, doi = {10.17261/Pressacademia.2019.1053}, title = {THE MEDIATION ROLE OF BRAND LOVE AND EXPERIENCE IN THE EFFECT OF SELF-BRAND CONNECTION ON THE BRAND LOYALTY}, key = {cite}, author = {Ercis, Aysel and Aykut, Oguz Han and Yildiz, Tugba} }
APA Ercis, A , Aykut, O , Yildiz, T . (2019). THE MEDIATION ROLE OF BRAND LOVE AND EXPERIENCE IN THE EFFECT OF SELF-BRAND CONNECTION ON THE BRAND LOYALTY. Research Journal of Business and Management, 6 (2), 137-148. DOI: 10.17261/Pressacademia.2019.1053
MLA Ercis, A , Aykut, O , Yildiz, T . "THE MEDIATION ROLE OF BRAND LOVE AND EXPERIENCE IN THE EFFECT OF SELF-BRAND CONNECTION ON THE BRAND LOYALTY". Research Journal of Business and Management 6 (2019): 137-148 <http://dergipark.org.tr/rjbm/issue/46509/583997>
Chicago Ercis, A , Aykut, O , Yildiz, T . "THE MEDIATION ROLE OF BRAND LOVE AND EXPERIENCE IN THE EFFECT OF SELF-BRAND CONNECTION ON THE BRAND LOYALTY". Research Journal of Business and Management 6 (2019): 137-148
RIS TY - JOUR T1 - THE MEDIATION ROLE OF BRAND LOVE AND EXPERIENCE IN THE EFFECT OF SELF-BRAND CONNECTION ON THE BRAND LOYALTY AU - Aysel Ercis , Oguz Han Aykut , Tugba Yildiz Y1 - 2019 PY - 2019 N1 - doi: 10.17261/Pressacademia.2019.1053 DO - 10.17261/Pressacademia.2019.1053 T2 - Research Journal of Business and Management JF - Journal JO - JOR SP - 137 EP - 148 VL - 6 IS - 2 SN - -2148-6689 M3 - doi: 10.17261/Pressacademia.2019.1053 UR - https://doi.org/10.17261/Pressacademia.2019.1053 Y2 - 2019 ER -
EndNote %0 Research Journal of Business and Management THE MEDIATION ROLE OF BRAND LOVE AND EXPERIENCE IN THE EFFECT OF SELF-BRAND CONNECTION ON THE BRAND LOYALTY %A Aysel Ercis , Oguz Han Aykut , Tugba Yildiz %T THE MEDIATION ROLE OF BRAND LOVE AND EXPERIENCE IN THE EFFECT OF SELF-BRAND CONNECTION ON THE BRAND LOYALTY %D 2019 %J Research Journal of Business and Management %P -2148-6689 %V 6 %N 2 %R doi: 10.17261/Pressacademia.2019.1053 %U 10.17261/Pressacademia.2019.1053
ISNAD Ercis, Aysel , Aykut, Oguz Han , Yildiz, Tugba . "THE MEDIATION ROLE OF BRAND LOVE AND EXPERIENCE IN THE EFFECT OF SELF-BRAND CONNECTION ON THE BRAND LOYALTY". Research Journal of Business and Management 6 / 2 (June 2019): 137-148. https://doi.org/10.17261/Pressacademia.2019.1053
AMA Ercis A , Aykut O , Yildiz T . THE MEDIATION ROLE OF BRAND LOVE AND EXPERIENCE IN THE EFFECT OF SELF-BRAND CONNECTION ON THE BRAND LOYALTY. RJBM. 2019; 6(2): 137-148.
Vancouver Ercis A , Aykut O , Yildiz T . THE MEDIATION ROLE OF BRAND LOVE AND EXPERIENCE IN THE EFFECT OF SELF-BRAND CONNECTION ON THE BRAND LOYALTY. Research Journal of Business and Management. 2019; 6(2): 148-137.