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

Yıl 2019, Cilt: 9 Sayı: 1, 285 - 294, 30.07.2019

Aysel Ercis Oguz Han Aykut Tugba Yildiz

https://doi.org/10.17261/Pressacademia.2019.1106

Öz

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.

Anahtar Kelimeler

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

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

Öz

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. 

Anahtar Kelimeler

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

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