THE BRANDING PROCESS: MEDIATOR ROLES OF BRAND SATISFACTION AND BRAND LOYALTY

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 satisfac...

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Bibliographic Details
Published in:Kafkas University. Faculty of Economics and Administrative Sciences. Journal 2021-06, Vol.12 (23), p.322-346
Main Authors: Beyaz, Rafet, Güngör, Abdullah Yiğit
Format: Article
Language:English
Subjects:
Accounting - Business Administration
Business Economy / Management
Marketing / Advertising
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Summary: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.
ISSN:1309-4289
2149-9136
DOI:10.36543/kauiibfd.2021.015