The Mediation Role of Brand Love and Experience in the Effect of Self-Brand Connection on the Brand Loyalty

Abstract

Purpose-Today, many reasons such as the rapid development of technology and the differences among 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 18-year-and older university students living in Erzincan province. After the mistaken and deficient answers in the questionnaire have been eliminated, 300 questionnaire forms have been evaluated. Findings-The results obtained show that self-brand connection has a significant effect on brand loyalty. On the other hand, it is determined that brand love and brand experience have mediation roles in the effect of self-brand connection on brand loyalty. Conclusion-Brand loyalty, brand experience and brand love are effective in creating brand loyalty.