The meditating effect of brand love in the relationship between brand experience and brand equity

Abstract

The purpose of this study is to examine whether brand love has a mediating effect on the relationship between brand experience and brand equity. The research data were obtained from 503 participants between the ages of 18-24 in Istanbul. Face-to-face survey technique was used as a data collection method, quota sampling and convenience sampling methods were preferred as the sampling method. The collected data were tested using exploratory factor analysis, confirmatory factor analysis and structural equation modelling analysis within the framework of the conceptual model of the research. According to the findings of the research, it has been determined that four dimensions of brand experience (sensory, emotional, intellectual and behavioral) have a positive effect on two dimensions of brand love (affection, passion) and four dimensions of brand equity (brand awareness, brand associations, perceived quality, brand loyalty). However, it was concluded that brand love has no mediating effect on the relationship between brand experience and brand equity.

Celebrity Endorsements And Its Brand Love On Purchase Intention At E-Marketplace

“…Humans can develop feelings for non-human objects, such as a brand. Brand love has three dimensions: passion, intimacy, and commitment (Akgözlü and Kılıç, 2021;Jebarajakirthy et al, 2021;Pontinha and Coelho do Vale, 2020). The following research has also revealed that consumers have feelings of love for the brands they use (Ahuvia et al, 2020;Santos and Schlesinger, 2021).…”

“…Between consumers and brands, there is a bond like a relationship between humans, so brands can be called active partners. This is an application of the concept of brand loyalty and brand personality (Akgözlü and Kılıç, 2021;Kim et al, 2021;Shin et al, 2022;Xu and Jackson, 2019). Humans can develop feelings for non-human objects, such as a brand.…”

“…As a result, their love is deeper and more enduring than simply liking the brand. Positive word of mouth, brand loyalty, self-expression, and hedonistic brands are the primary outputs of brand love (Akgözlü and Kılıç, 2021;Amaro et al, 2020;Ardhiyansyah et al, 2021;Ferreira and Gabriel, 2022;Kim et al, 2021;Santos and Schlesinger, 2021;Shin et al, 2022).…”

“…While celebrity endorsement and brand experience have no direct effect on the brand's emotional value, it is suggested that other researchers investigate the concepts of both brand love and brand emotions in the future (Mulyawati and Handayani, 2020). Brand experience (sensory, emotional, intellectual, and behavioural) influences two aspects of brand love (Akgözlü and Kılıç, 2021;Ferreira and Gabriel, 2022). The research investigated the impact of celebrity endorsement on destination brand love, as well as the mediating effect of parasocial interactions in two distinct groups: past visitors and potential travellers.…”

“…Satisfaction increases brand love and loyalty (Kim et al, 2021). Four dimensions of brand experience influence two dimensions of brand love, namely, brand affection dan brand passion (Akgözlü and Kılıç, 2021). Brand love was linked to higher levels of compulsive buying (Le, 2021).…”