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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| Format: | Article |
| Language: | English |
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Marmara University
2021-12-01
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| Series: | Türkiye İletişim Araştırmaları Dergisi |
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| Online Access: | https://dergipark.org.tr/tr/download/article-file/1757542 |
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| author | Namık Kemal Deveci Fatma Görgün Deveci Aysel Erciş |
| author_facet | Namık Kemal Deveci Fatma Görgün Deveci Aysel Erciş |
| author_sort | Namık Kemal Deveci |
| collection | DOAJ |
| description | 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’ antecedentsand the effects on brand attitude, brand preference, and brand loyalty in terms of online TV streamingplatforms. In addition, attempts to provide a different perspective to brand experience models by testingdifferent mediation effects of brand attitude and brand preference. This study proposes a comprehensivemodel based on a sample consisting of 389 consumers, who are members of at least one online TVstreaming platform, and the data, which was collected with an online survey. According to the findings,which were obtained after the structural equation modeling and mediation analyses, self-brand connectionhas an effect on brand experience dimensions. “Feel”, “act”, “think” and “relate” dimensions have an effecton brand attitude; “sense”, “act”, “think” and “relate” dimensions have an effect on brand loyalty, and “sense”,“feel” and “think” dimensions have an effect on brand preference. Additionally, brand attitude has an effecton brand preference. Both brand attitude and brand preference have an effect on brand loyalty. Finally, themediation effects of brand attitude and brand preference have been supported. |
| format | Article |
| id | doaj-art-848a26b1bb4041d388ad2dcdf15529b2 |
| institution | Kabale University |
| issn | 2630-6220 |
| language | English |
| publishDate | 2021-12-01 |
| publisher | Marmara University |
| record_format | Article |
| series | Türkiye İletişim Araştırmaları Dergisi |
| spelling | doaj-art-848a26b1bb4041d388ad2dcdf15529b22025-01-26T18:31:35ZengMarmara UniversityTürkiye İletişim Araştırmaları Dergisi2630-62202021-12-013834236310.17829/turcom.9344643Brand Experience, Its Antecedents and Its Effects on Brand Loyalty in Online TV Streaming Platforms: The Mediation Effect of Brand Attitude and Brand PreferenceNamık Kemal Deveci0https://orcid.org/0000-0002-4468-7268Fatma Görgün Deveci1https://orcid.org/0000-0001-8987-2478Aysel Erciş2https://orcid.org/0000-0002-9835-8574ATATÜRK ÜNİVERSİTESİ, SOSYAL BİLİMLER ENSTİTÜSÜ, ÜRETİM YÖNETİMİ VE PAZARLAMA (DR)ATATÜRK ÜNİVERSİTESİ, İKTİSADİ VE İDARİ BİLİMLER FAKÜLTESİ, İŞLETME BÖLÜMÜ, ÜRETİM YÖNETİMİ VE PAZARLAMA ANABİLİM DALIATATÜRK ÜNİVERSİTESİ, İKTİSADİ VE İDARİ BİLİMLER FAKÜLTESİ, İŞLETME BÖLÜMÜ, ÜRETİM YÖNETİMİ VE PAZARLAMA ANABİLİM DALIOnline 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’ antecedentsand the effects on brand attitude, brand preference, and brand loyalty in terms of online TV streamingplatforms. In addition, attempts to provide a different perspective to brand experience models by testingdifferent mediation effects of brand attitude and brand preference. This study proposes a comprehensivemodel based on a sample consisting of 389 consumers, who are members of at least one online TVstreaming platform, and the data, which was collected with an online survey. According to the findings,which were obtained after the structural equation modeling and mediation analyses, self-brand connectionhas an effect on brand experience dimensions. “Feel”, “act”, “think” and “relate” dimensions have an effecton brand attitude; “sense”, “act”, “think” and “relate” dimensions have an effect on brand loyalty, and “sense”,“feel” and “think” dimensions have an effect on brand preference. Additionally, brand attitude has an effecton brand preference. Both brand attitude and brand preference have an effect on brand loyalty. Finally, themediation effects of brand attitude and brand preference have been supported.https://dergipark.org.tr/tr/download/article-file/1757542self-brand connectionbrand experiencebrand attitudebrand preferencebrand loyaltymediation effectbenlik-marka bağlantısımarka deneyimimarka tutumumarka tercihimarka bağlılığıaracılık etkisi |
| spellingShingle | Namık Kemal Deveci Fatma Görgün Deveci Aysel Erciş Brand Experience, Its Antecedents and Its Effects on Brand Loyalty in Online TV Streaming Platforms: The Mediation Effect of Brand Attitude and Brand Preference Türkiye İletişim Araştırmaları Dergisi 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 |
| title | Brand Experience, Its Antecedents and Its Effects on Brand Loyalty in Online TV Streaming Platforms: The Mediation Effect of Brand Attitude and Brand Preference |
| title_full | Brand Experience, Its Antecedents and Its Effects on Brand Loyalty in Online TV Streaming Platforms: The Mediation Effect of Brand Attitude and Brand Preference |
| title_fullStr | Brand Experience, Its Antecedents and Its Effects on Brand Loyalty in Online TV Streaming Platforms: The Mediation Effect of Brand Attitude and Brand Preference |
| title_full_unstemmed | Brand Experience, Its Antecedents and Its Effects on Brand Loyalty in Online TV Streaming Platforms: The Mediation Effect of Brand Attitude and Brand Preference |
| title_short | Brand Experience, Its Antecedents and Its Effects on Brand Loyalty in Online TV Streaming Platforms: The Mediation Effect of Brand Attitude and Brand Preference |
| title_sort | brand experience its antecedents and its effects on brand loyalty in online tv streaming platforms the mediation effect of brand attitude and brand preference |
| topic | 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 |
| url | https://dergipark.org.tr/tr/download/article-file/1757542 |
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