EXAMINING THE EFFECT OF BRAND EXPERIENCE ON CONSUMER SATISFACTION, BRAND TRUST AND BRAND LOYALTY

İ. Başer; İ. Cintamür; F. Arslan

doi:10.14780/iibd.51125

EXAMINING THE EFFECT OF BRAND EXPERIENCE ON CONSUMER SATISFACTION, BRAND TRUST AND BRAND LOYALTY

Yıl 2015, Cilt: 37 Sayı: 2, 101 - 128, 14.03.2016

İ. Başer İ. Cintamür , F. Arslan

https://doi.org/10.14780/iibd.51125

Cited By: 14

Öz

This study aims to examine the direct and indirect effects of brand experience
on consumer satisfaction, brand trust and brand loyalty. It also aims to put forth
a model encapsulating the notions of brand experience, consumer satisfaction and brand trust to explain the relationship between these three antecedents of brand loyalty. A face to face survey was used to collect data with the use of interviewers. The population of interest was consumers of four different brands from different product categories. Convenience sampling technique was used to gather data from 1200 respondents. A total of 1102 valid questionnaires were used for analysis where structural equation modelling was used for analysis.
Findings revealed that brand experience directly and positively affected consumer satisfaction, brand trust and brand loyalty. In addition, it was found that brand experience had an indirect impact on brand loyalty through both consumer satisfaction and brand trust. More specifically, it was found that the effect of brand experience on consumer satisfaction and brand trust was much more powerful than its direct effect on brand loyalty. On the other hand, in terms of total effects, it was seen that brand experience had a greater effect on brand loyalty by itself than the total effects of consumer satisfaction and brand trust combined. The empirical results indicate that brand experience has a direct effect on consumer turst. This study highlights the direct and indirect effects of brand experience on brand loyalty directly and through the mediating roles of consumer satisfaction and brand trust.

Anahtar Kelimeler

Toplam 0 adet kaynakça vardır.

Ayrıntılar

Birincil Dil	İngilizce
Bölüm	Makaleler
Yazarlar	İ. Başer Bu kişi benim İ. Cintamür F. Arslan
Yayımlanma Tarihi	14 Mart 2016
Gönderilme Tarihi	14 Mart 2016
Yayımlandığı Sayı	Yıl 2015 Cilt: 37 Sayı: 2

Kaynak Göster

APA	Başer, İ., Cintamür, İ., & Arslan, F. (2016). EXAMINING THE EFFECT OF BRAND EXPERIENCE ON CONSUMER SATISFACTION, BRAND TRUST AND BRAND LOYALTY. Marmara Üniversitesi İktisadi Ve İdari Bilimler Dergisi, 37(2), 101-128. https://doi.org/10.14780/iibd.51125
AMA	Başer İ, Cintamür İ, Arslan F. EXAMINING THE EFFECT OF BRAND EXPERIENCE ON CONSUMER SATISFACTION, BRAND TRUST AND BRAND LOYALTY. Marmara Üniversitesi İktisadi ve İdari Bilimler Dergisi. Mart 2016;37(2):101-128. doi:10.14780/iibd.51125
Chicago	Başer, İ., İ. Cintamür, ve F. Arslan. “EXAMINING THE EFFECT OF BRAND EXPERIENCE ON CONSUMER SATISFACTION, BRAND TRUST AND BRAND LOYALTY”. Marmara Üniversitesi İktisadi Ve İdari Bilimler Dergisi 37, sy. 2 (Mart 2016): 101-28. https://doi.org/10.14780/iibd.51125.
EndNote	Başer İ, Cintamür İ, Arslan F (01 Mart 2016) EXAMINING THE EFFECT OF BRAND EXPERIENCE ON CONSUMER SATISFACTION, BRAND TRUST AND BRAND LOYALTY. Marmara Üniversitesi İktisadi ve İdari Bilimler Dergisi 37 2 101–128.
IEEE	İ. Başer, İ. Cintamür, ve F. Arslan, “EXAMINING THE EFFECT OF BRAND EXPERIENCE ON CONSUMER SATISFACTION, BRAND TRUST AND BRAND LOYALTY”, Marmara Üniversitesi İktisadi ve İdari Bilimler Dergisi, c. 37, sy. 2, ss. 101–128, 2016, doi: 10.14780/iibd.51125.
ISNAD	Başer, İ. vd. “EXAMINING THE EFFECT OF BRAND EXPERIENCE ON CONSUMER SATISFACTION, BRAND TRUST AND BRAND LOYALTY”. Marmara Üniversitesi İktisadi ve İdari Bilimler Dergisi 37/2 (Mart 2016), 101-128. https://doi.org/10.14780/iibd.51125.
JAMA	Başer İ, Cintamür İ, Arslan F. EXAMINING THE EFFECT OF BRAND EXPERIENCE ON CONSUMER SATISFACTION, BRAND TRUST AND BRAND LOYALTY. Marmara Üniversitesi İktisadi ve İdari Bilimler Dergisi. 2016;37:101–128.
MLA	Başer, İ. vd. “EXAMINING THE EFFECT OF BRAND EXPERIENCE ON CONSUMER SATISFACTION, BRAND TRUST AND BRAND LOYALTY”. Marmara Üniversitesi İktisadi Ve İdari Bilimler Dergisi, c. 37, sy. 2, 2016, ss. 101-28, doi:10.14780/iibd.51125.
Vancouver	Başer İ, Cintamür İ, Arslan F. EXAMINING THE EFFECT OF BRAND EXPERIENCE ON CONSUMER SATISFACTION, BRAND TRUST AND BRAND LOYALTY. Marmara Üniversitesi İktisadi ve İdari Bilimler Dergisi. 2016;37(2):101-28.