Brand Experience, Its Antecedents and Its Effects on Brand Loyalty in Online TV Streaming Platforms: The Mediation Effect of Brand Attitude and Brand Preference

Brand Experience, Its Antecedents and Its Effects on Brand Loyalty in Online TV Streaming Platforms: The Mediation Effect of Brand Attitude and Brand Preference

Online TV streaming platforms are emerging markets. The assessment of customer-brand relations andbrand experiences on these platforms will be useful in developing, testing structural models, and examiningthe indirect-direct effects on brand loyalty. This study aims to determine brand experiences’ a...

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Bibliographic Details
Main Authors: Namık Kemal Deveci, Fatma Görgün Deveci, Aysel Erciş
Format: Article
Language:English
Published: Marmara University 2021-12-01
Series:Türkiye İletişim Araştırmaları Dergisi
Subjects:
self-brand connection
brand experience
brand attitude
brand preference
brand loyalty
mediation effect
benlik-marka bağlantısı
marka deneyimi
marka tutumu
marka tercihi
marka bağlılığı
aracılık etkisi
Online Access:https://dergipark.org.tr/tr/download/article-file/1757542
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