THE BRANDING PROCESS: MEDIATOR ROLES OF BRAND SATISFACTION AND BRAND LOYALTY
THE BRANDING PROCESS: MEDIATOR ROLES OF BRAND SATISFACTION AND BRAND LOYALTY
Author(s): Rafet Beyaz, Abdullah Yiğit GüngörSubject(s): Business Economy / Management, Accounting - Business Administration, Marketing / Advertising
Published by: Kafkas Üniversitesi Sağlık, Kültür ve Spor Daire Başkanlığı Dijital Baskı Merkezi
Keywords: Branding process; brand evangelism; brand experience;
Summary/Abstract: The branding process is formed by various stages. This process starts from the point that the consumer experiences the brand first time and continues till brand evangelism which is the stage of brand advocacy. In this context, it was aimed to determine the effects of brand experience, brand satisfaction, and brand loyalty on the process of brand evangelism development in this study. Moreover, mediator roles of brand satisfaction and brand loyalty were evaluated in terms of the relationship between brand experience and brand evangelism. Data were obtained with the convenience sampling method from 400 participants. As a result of analyses, it was determined that brand experience, brand satisfaction, and brand loyalty had a positive effect on brand evangelism. Besides, brand loyalty had a mediator role between brand experience and brand evangelism. Data were analyzed through SPSS 18 and AMOS 20 programs.
Journal: Kafkas Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi
- Issue Year: 12/2021
- Issue No: 23
- Page Range: 322-346
- Page Count: 25
- Language: English