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

Abstract

Purpose- Nowadays, many reasons such as the rapid development of technology and the differences in 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 university students aged 18 years and older living in Erzincan province.  After the validation and cleaning of data by removal missing entries, a total of 300 respondet data points is available for carrying out further analysis.

Findings- The results show that the self-brand connection has a significant effect on brand loyalty. In addition to this, it is determined that brand love and brand experience have mediation roles in the effect of self-brand connection on brand loyalty.

Conclusion- In order to create brand loyalty, brand love, brand experience and self brand connection are important.

Keywords

• Self-brand connection,brand love,brand experience,brand loyalty

BENLİK-MARKA BAĞININ MARKA SADAKATİ ÜZERİNDEKİ ETKİSİNDE MARKA AŞKI VE DENEYİMİNİN ARACILIK ROLÜ

Abstract

Amaç- Günümüzde teknolojinin hızla gelişmesi, tüketicinin istek ve ihtiyaçlarının farklılık göstermesi gibi birçok sebep işletmeleri kendilerini rakiplerinden ayırt edebilecek unsurlar tespit etmeye itmiştir. Bu yüzden marka sadakati oluşturabilecek öğelerin araştırılması doğru stratejilerin geliştirilmesi açısından oldukça önemlidir. Bu araştırmanın amacı, benlik-marka bağının marka sadakati üzerindeki etkisinde, marka aşkı ve marka deneyiminin aracılık rolünün araştırılmasıdır.

Yöntem-  Araştırmanın ana kütlesini Erzincan il sınırlarında yaşayan 18 yaş ve üzeri üniversite öğrencileri oluşturmaktadır. Anketlerin hatalı ve eksik cevapları elendikten sonra 300 adet anket formu değerlendirmeye tabi tutulmuştur.

Bulgular- Elde edilen sonuçlar benlik-marka bağının marka sadakati üzerinde anlamlı etkiye sahip olduğunu göstermektedir. Bununla birlikte benlik-marka bağının marka sadakati üzerindeki etkisinde marka aşkı ve marka deneyiminin aracılık rolleri olduğu tespit edilmiştir.

Sonuç- Marka bağlılığı yaratmada benlik marka bağı, marka deneyimi ve marka aşkı etkilidir. 

Keywords

• Benlik marka bağı,marka aşkı,marka deneyimi,marka sadakati

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