Brand Identification and Consumer Brand Engagement Relationship: The Mediating Role of Brand Passion

Eda Kutlu; Hayrettin Zengin

Makale detayları

Brand Identification and Consumer Brand Engagement Relationship: The Mediating Role of Brand Passion

Yazarlar:

Eda Kutlu | Hayrettin Zengin

Yayıncı:

Eskişehir Osmangazi University

Dergi:

Eskişehir Osmangazi Üniversitesi Sosyal Bilimler Dergisi Vol.24 Issue 2, pp.284-299

Belge Tipi:

Makale

Yayın Tarihi:

10/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001296906

pISSN:

2149-9047

Anahtar kelimeler:

Özet:

 The aim of this study; determining the effect of brand identification and brand passion on consumer brand engagement and determining the mediating role of brand passion in the relationship between brand identification and consumer brand engagement. Structural equation model was established between the related variables in order to determine the relationships examined within the scope of the research. The needed data were collected through the online survey application and 315 participants were reached. The findings show that brand identification and brand passion have a positive effect on consumer brand engagement. The partial mediation role of brand passion in the relationship between brand identification and consumer brand engagement is another finding obtained within the scope of the research.

 The aim of this study; determining the effect of brand identification and brand passion on consumer brand engagement and determining the mediating role of brand passion in the relationship between brand identification and consumer brand engagement. Structural equation model was established between the related variables in order to determine the relationships examined within the scope of the research. The needed data were collected through the online survey application and 315 participants were reached. The findings show that brand identification and brand passion have a positive effect on consumer brand engagement. The partial mediation role of brand passion in the relationship between brand identification and consumer brand engagement is another finding obtained within the scope of the research.

 The aim of this study; determining the effect of brand identification and brand passion on consumer brand engagement and determining the mediating role of brand passion in the relationship between brand identification and consumer brand engagement. Structural equation model was established between the related variables in order to determine the relationships examined within the scope of the research. The needed data were collected through the online survey application and 315 participants were reached. The findings show that brand identification and brand passion have a positive effect on consumer brand engagement. The partial mediation role of brand passion in the relationship between brand identification and consumer brand engagement is another finding obtained within the scope of the research.

 Bu çalışmanın amacı; tüketici marka katılımı üzerinde marka özdeşleşmesi ve marka tutkusunun etkisinin belirlenmesi ve marka özdeşleşmesi ile tüketici marka katılımı arasındaki ilişkide marka tutkusunun aracılık rolünün tespit edilmesidir. Araştırma kapsamında incelenen ilişkileri tespit etmek amacıyla ilgili değişkenler arasında yapısal eşitlik modeli kurulmuştur. İhtiyaç duyulan veriler, çevrimiçi anket uygulaması aracılığıyla toplanmış ve 315 katılımcıya ulaşılmıştır. Elde edilen bulgular marka özdeşleşmesi ve marka tutkusunun tüketici marka katılımı üzerinde olumlu etkisi olduğunu göstermektedir. Marka özdeşleşmesi ve tüketici marka katılımı ilişkisinde marka tutkusunun kısmi aracılık rolü olması da araştırma kapsamında elde edilen bir diğer bulgudur.

Makale detayları

Brand Identification and Consumer Brand Engagement Relationship: The Mediating Role of Brand Passion

Yazarlar:

Eda Kutlu | Hayrettin Zengin

Yayıncı:

Eskişehir Osmangazi University

Dergi:

Eskişehir Osmangazi Üniversitesi Sosyal Bilimler Dergisi Vol.24 Issue 2, pp.284-299

Belge Tipi:

Makale

Yayın Tarihi:

10/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001296906

pISSN:

2149-9047

Consumer brand engagement

Brand identification

Brand passionTüketici marka katılımı

Marka özdeşleşmesi

Marka tutkusu

Sayı

Makale detayları

Brand Identification and Consumer Brand Engagement Relationship: The Mediating Role of Brand Passion

Yazarlar: Eda Kutlu | Hayrettin Zengin

Yayıncı: Eskişehir Osmangazi University

Dergi: Eskişehir Osmangazi Üniversitesi Sosyal Bilimler Dergisi Vol.24 Issue 2, pp.284-299

Belge Tipi: Makale

Yayın Tarihi: 10/2023

Belge Dili: Türkçe

Document ID (Org No.): 2001296906

pISSN: 2149-9047

Consumer brand engagement

Brand identification

Brand passionTüketici marka katılımı

Marka özdeşleşmesi

Marka tutkusu

Sayı

Yazarlar:

Eda Kutlu | Hayrettin Zengin

Yayıncı:

Eskişehir Osmangazi University

Dergi:

Eskişehir Osmangazi Üniversitesi Sosyal Bilimler Dergisi Vol.24 Issue 2, pp.284-299

Belge Tipi:

Makale

Yayın Tarihi:

10/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001296906

pISSN:

2149-9047