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.