A Different Approach to the Automotive Brand Experience: Brand Respect, Brand Love, Brand Fidelity
Yazarlar (1)
Doç. Dr. Çağlar SAMSA Kafkas Üniversitesi, Türkiye
| Makale Türü | Özgün Makale (ESCI dergilerinde yayınlanan tam makale) | ||
| Dergi Adı | Corporate Reputation Review | ||
| Dergi ISSN | 1363-3589 Dergi Bilgileri (2025) | ||
| Dergi Tarandığı Indeksler | ESCI, SCOPUS | ||
| Makale Dili | İngilizce | Basım Tarihi | 06-2025 |
| Cilt / Sayı / Sayfa | 0 / 1 / 1–13 | DOI | 10.1057/s41299-025-00233-6 |
| Makale Linki | https://doi.org/10.1057/s41299-025-00233-6 | ||
| UAK Araştırma Alanları |
Tüketici Davranışları
Ürün ve Marka Yönetimi
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| Özet |
| The impact of brand experiences on customers’ purchasing decisions is becoming increasingly significant. Emotional factors, in particular, are emerging as central drivers in shaping these experiences, profoundly influencing consumer choices and fostering deeper brand connections. Thus the main purpose of the study is to determine the importance of emotional elements in consumer experiences in the automotive industry and to investigate the direct and indirect relationships between brand respects, brand love, brand fidelity by blending lovemark and attachment theories. To test the research model, partial least squares path modeling (PLS) was used with a sample of 283 experiencing any automobile brand. In this context, an outcome-oriented approach adds the dimension of brand fidelity to the theory previously explored in the areas of brand respect and brand affection. The findings reveal that brand respect is an important antecedent of brand love. Furthermore, the study identifies a partial direct effect of brand respect on brand loyalty, supported by the mediating role of brand affection. These critical findings contribute to filling an important gap in the literature, given the limited existing research in this area. |
| Anahtar Kelimeler |
| Brand acceptance | Brand fidelity | Brand forgiveness | Brand love | Brand performance | Brand reputation | Brand trust | Cognitive interdependence | Derogation of alternatives |
BM Sürdürülebilir Kalkınma Amaçları
| Atıf Sayıları | |
| Web of Science | 2 |
| Scopus | 2 |
| Google Scholar | 6 |