| Yazarlar (1) |
Doç. Dr. Çağlar SAMSA
Kafkas Üniversitesi, Türkiye |
| 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. Therefore, 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 impact of brand respect and brand love on brand fidelity by blending Lovemark and attachment theories. To test the research model, data were collected via survey from a sample 283 participants who had experience with any automobile brand. The collected data were analyzed using partial least squares path modeling (PLS). 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 love. The findings reveal that brand respect is an important antecedent of brand love and brand fidelity. An important finding is that brand affection has an effect on brand love creation. Another specific finding of the study is that brand respect has a partial direct effect on brand fidelity, supported by the mediating role of brand love. 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 |
| Makale Türü | Özgün Makale |
| Makale Alt Türü | ESCI dergilerinde yayımlanan tam makale |
| Dergi Adı | Corporate Reputation Review |
| Dergi ISSN | 1363-3589 Wos Dergi Scopus Dergi |
| Dergi Tarandığı Indeksler | ESCI, SCOPUS |
| Makale Dili | İngilizce |
| Basım Tarihi | 06-2025 |
| Sayı | 1 |
| Doi Numarası | 10.1057/s41299-025-00233-6 |
| Makale Linki | https://doi.org/10.1057/s41299-025-00233-6 |
| Atıf Sayıları |
