Determinants of the Relationship between Brand Experience and Brand Love and Behavioural Results of Brand Love

Abdulbaki Baran; Aydın Kayabaşı

Makale detayları

Determinants of the Relationship between Brand Experience and Brand Love and Behavioural Results of Brand Love

Yazarlar:

Abdulbaki Baran | Aydın Kayabaşı

Yayıncı:

Eskişehir Osmangazi University

Ana Başlıklar:

İşletme

Dergi:

Eskişehir Osmangazi Üniversitesi İktisadi ve İdari Bilimler Dergisi Vol.18 Issue 3, pp.688-706

Belge Tipi:

Makale

Yayın Tarihi:

1/2023

Belge Dili:

İngilizce

Document ID (Org No.):

2001297949

pISSN:

1306-6730

Anahtar kelimeler:

Özet:

 This study investigates the moderator role of brand dependence BD, the mediator role of brand prestige BP, and brand credibility BC in the relationship between brand experience BE and brand love BL within the framework of consumer-brand relationship theory. It also examines the effects of brand loves behavioural outputs on repurchase intention and willingness to pay premium price WTP. The research focused on understanding the processes that shape brand love among consumers who experience the brand positively. As a result of the research conducted on Apple smartphone users, it has been observed that when BD is low, medium, and high, the BE further increases its impact on BL. It has been determined that BP and BC have an effect size close to the median K2. Also, BL has a significant impact on repurchase intention and WTP.

 This study investigates the moderator role of brand dependence BD, the mediator role of brand prestige BP, and brand credibility BC in the relationship between brand experience BE and brand love BL within the framework of consumer-brand relationship theory. It also examines the effects of brand loves behavioural outputs on repurchase intention and willingness to pay premium price WTP. The research focused on understanding the processes that shape brand love among consumers who experience the brand positively. As a result of the research conducted on Apple smartphone users, it has been observed that when BD is low, medium, and high, the BE further increases its impact on BL. It has been determined that BP and BC have an effect size close to the median K2. Also, BL has a significant impact on repurchase intention and WTP.

 This study investigates the moderator role of brand dependence BD, the mediator role of brand prestige BP, and brand credibility BC in the relationship between brand experience BE and brand love BL within the framework of consumer-brand relationship theory. It also examines the effects of brand loves behavioural outputs on repurchase intention and willingness to pay premium price WTP. The research focused on understanding the processes that shape brand love among consumers who experience the brand positively. As a result of the research conducted on Apple smartphone users, it has been observed that when BD is low, medium, and high, the BE further increases its impact on BL. It has been determined that BP and BC have an effect size close to the median K2. Also, BL has a significant impact on repurchase intention and WTP.

 Bu çalışma, tüketici-marka ilişkisi teorisi çerçevesinde marka deneyimi ile marka sevgisi arasındaki ilişkide marka düşkünlüğünün düzenleyici rolünü, marka prestiji ve marka güvencesinin aracı rolünü araştırmaktadır. Ayrıca marka sevgisinin davranışsal çıktıları olan yeniden satın alma niyeti YSN ile yüksek fiyat ödeme isteği YFÖİ üzerindeki etkilerini incelemektedir. Araştırma markayı olumlu deneyimleyen tüketicilerin marka sevgisini şekillendirmedeki süreçlerin anlaşılmasına odaklanmıştır. Apple akıllı telefon kullanıcıları üzerinde yapılan araştırma sonucunda marka düşkünlüğünün düşük, orta ve yüksek olduğu durumlarda marka deneyiminin marka sevgisi üzerindeki etkisini daha da artırdığı görülmüştür. Marka prestiji ve marka güvencesinin ise orta değere yakın bir etki büyüklüğüne K2 sahip olduğu tespit edilmiştir. Ayrıca marka sevgisi YSN ve YFÖİ üzerinde önemli bir etkiye sahiptir.

Makale detayları

Determinants of the Relationship between Brand Experience and Brand Love and Behavioural Results of Brand Love

Yazarlar:

Abdulbaki Baran | Aydın Kayabaşı

Yayıncı:

Eskişehir Osmangazi University

Ana Başlıklar:

İşletme

Dergi:

Eskişehir Osmangazi Üniversitesi İktisadi ve İdari Bilimler Dergisi Vol.18 Issue 3, pp.688-706

Belge Tipi:

Makale

Yayın Tarihi:

1/2023

Belge Dili:

İngilizce

Document ID (Org No.):

2001297949

pISSN:

1306-6730

Brand Experience

Brand Love

Brand Credibility

Brand Prestige

Brand DependenceMarka Deneyimi

Marka Sevgisi

Marka Güvencesi

Marka Prestiji

Marka Düşkünlüğü

Sayı

Makale detayları

Yazarlar: Abdulbaki Baran | Aydın Kayabaşı

Yayıncı: Eskişehir Osmangazi University

Ana Başlıklar: İşletme

Dergi: Eskişehir Osmangazi Üniversitesi İktisadi ve İdari Bilimler Dergisi Vol.18 Issue 3, pp.688-706

Belge Tipi: Makale

Yayın Tarihi: 1/2023

Belge Dili: İngilizce

Document ID (Org No.): 2001297949

pISSN: 1306-6730

Sayı

Yazarlar:

Abdulbaki Baran | Aydın Kayabaşı

Yayıncı:

Eskişehir Osmangazi University

Ana Başlıklar:

İşletme

Dergi:

Eskişehir Osmangazi Üniversitesi İktisadi ve İdari Bilimler Dergisi Vol.18 Issue 3, pp.688-706

Belge Tipi:

Makale

Yayın Tarihi:

1/2023

Belge Dili:

İngilizce

Document ID (Org No.):

2001297949

pISSN:

1306-6730