THE MODERATING ROLE OF INFLUENCER ATTRACTIVENESS IN THE EFFECT OF BRAND LOVE, BRAND TRUST, BRAND AWARENESS AND BRAND IMAGE ON BRAND LOYALTY
Yıl: 2022 Cilt: 21 Sayı: 43 Sayfa Aralığı: 148 - 167 Metin Dili: İngilizce DOI: 10.46928/iticusbe.1050122 İndeks Tarihi: 07-09-2022
THE MODERATING ROLE OF INFLUENCER ATTRACTIVENESS IN THE EFFECT OF BRAND LOVE, BRAND TRUST, BRAND AWARENESS AND BRAND IMAGE ON BRAND LOYALTY
Öz: Purpose: This study examines the moderating role of influencer attractiveness in the effect of brand image brand awareness, brand love, and brand trust on brand loyalty. Method Data were collected from 318 people through an online survey. Hypotheses were analyzed using simple linear regression and process macro software. Findings: According to the statistical analysis results; brand love, brand trust, brand awareness, and brand image are important antecedents that have a direct effect on brand loyalty; brand awareness, brand image and brand trust have an indirect effect on brand loyalty, thanks to the important mediating role of brand love; brand awareness, brand image and brand trust are important antecedents that directly affect brand love; influencer attractiveness has an important moderating role in the effect of brand awareness, brand trust, brand love and brand image on brand loyalty; moreover, brand love, brand awareness, brand trust, and brand image have significant conditional effects on brand loyalty at low, medium and high values of influencer attractiveness. Originality: This study successfully explains the link between influencer attractiveness, brand love, brand awareness, brand image and brand loyalty. At the end of the study, recommendations for further research and practice were made.
Anahtar Kelime: MARKA AŞKI, MARKA GÜVENİ, MARKA FARKINDALIĞI VE MARKA İMAJININ MARKA SADAKATİNE ETKİSİNDE INFLUENCER ÇEKİCİLİĞİNİN ILIMLAŞTIRICI ROLÜ
Öz: Amaç: Bu çalışma, marka imajı, marka farkındalığı, marka aşkı ve marka güveninin marka sadakati üzerindeki etkisinde influencer çekiciliğinin ılımlaştırıcı rolünü incelemektedir. Yöntem: Online bir anket aracılığıyla 318 kişiden veri toplanmıştır. Hipotezler, basit lineer regresyon ve process macro yazılımı kullanılarak analiz edilmiştir. Bulgular: İstatistiksel analiz sonuçlarına göre; marka aşkı, marka güveni, marka farkındalığı ve marka imajı, marka sadakati üzerinde doğrudan etkisi olan önemli öncüllerdir; marka aşkının önemli aracılık rolü sayesinde marka farkındalığı, marka imajı ve marka güveni marka sadakati üzerinde dolaylı bir etkiye sahiptir; marka farkındalığı, marka imajı ve marka güveni, marka aşkını doğrudan etkileyen önemli öncüllerdir; marka farkındalığı, marka güveni, marka aşkı ve marka imajının marka sadakati üzerindeki etkisinde influencer çekiciliği önemli bir ılımlaştırıcı role sahiptir; dahası, marka aşkı, marka farkındalığı, marka güveni ve marka imajı, influencer çekiciliğinin düşük, orta ve yüksek değerlerinde marka sadakati üzerinde önemli koşullu etkilere sahiptir. Özgünlük: Bu çalışma, influencer çekiciliği, marka aşkı, marka farkındalığı, marka imajı ve marka sadakati arasındaki bağlantıyı başarılı bir şekilde açıklamaktadır. Çalışmanın sonunda uygulamaya ve ileri araştırmalara yönelik önerilerde bulunulmuştur.
Anahtar Kelime: Belge Türü: Makale Makale Türü: Araştırma Makalesi Erişim Türü: Erişime Açık
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| APA | ÇELİK Z (2022). THE MODERATING ROLE OF INFLUENCER ATTRACTIVENESS IN THE EFFECT OF BRAND LOVE, BRAND TRUST, BRAND AWARENESS AND BRAND IMAGE ON BRAND LOYALTY. , 148 - 167. 10.46928/iticusbe.1050122 |
| Chicago | ÇELİK ZÜBEYİR THE MODERATING ROLE OF INFLUENCER ATTRACTIVENESS IN THE EFFECT OF BRAND LOVE, BRAND TRUST, BRAND AWARENESS AND BRAND IMAGE ON BRAND LOYALTY. (2022): 148 - 167. 10.46928/iticusbe.1050122 |
| MLA | ÇELİK ZÜBEYİR THE MODERATING ROLE OF INFLUENCER ATTRACTIVENESS IN THE EFFECT OF BRAND LOVE, BRAND TRUST, BRAND AWARENESS AND BRAND IMAGE ON BRAND LOYALTY. , 2022, ss.148 - 167. 10.46928/iticusbe.1050122 |
| AMA | ÇELİK Z THE MODERATING ROLE OF INFLUENCER ATTRACTIVENESS IN THE EFFECT OF BRAND LOVE, BRAND TRUST, BRAND AWARENESS AND BRAND IMAGE ON BRAND LOYALTY. . 2022; 148 - 167. 10.46928/iticusbe.1050122 |
| Vancouver | ÇELİK Z THE MODERATING ROLE OF INFLUENCER ATTRACTIVENESS IN THE EFFECT OF BRAND LOVE, BRAND TRUST, BRAND AWARENESS AND BRAND IMAGE ON BRAND LOYALTY. . 2022; 148 - 167. 10.46928/iticusbe.1050122 |
| IEEE | ÇELİK Z "THE MODERATING ROLE OF INFLUENCER ATTRACTIVENESS IN THE EFFECT OF BRAND LOVE, BRAND TRUST, BRAND AWARENESS AND BRAND IMAGE ON BRAND LOYALTY." , ss.148 - 167, 2022. 10.46928/iticusbe.1050122 |
| ISNAD | ÇELİK, ZÜBEYİR. "THE MODERATING ROLE OF INFLUENCER ATTRACTIVENESS IN THE EFFECT OF BRAND LOVE, BRAND TRUST, BRAND AWARENESS AND BRAND IMAGE ON BRAND LOYALTY". (2022), 148-167. https://doi.org/10.46928/iticusbe.1050122 |
| APA | ÇELİK Z (2022). THE MODERATING ROLE OF INFLUENCER ATTRACTIVENESS IN THE EFFECT OF BRAND LOVE, BRAND TRUST, BRAND AWARENESS AND BRAND IMAGE ON BRAND LOYALTY. Istanbul Ticaret Üniversitesi Sosyal Bilimler Dergisi, 21(43), 148 - 167. 10.46928/iticusbe.1050122 |
| Chicago | ÇELİK ZÜBEYİR THE MODERATING ROLE OF INFLUENCER ATTRACTIVENESS IN THE EFFECT OF BRAND LOVE, BRAND TRUST, BRAND AWARENESS AND BRAND IMAGE ON BRAND LOYALTY. Istanbul Ticaret Üniversitesi Sosyal Bilimler Dergisi 21, no.43 (2022): 148 - 167. 10.46928/iticusbe.1050122 |
| MLA | ÇELİK ZÜBEYİR THE MODERATING ROLE OF INFLUENCER ATTRACTIVENESS IN THE EFFECT OF BRAND LOVE, BRAND TRUST, BRAND AWARENESS AND BRAND IMAGE ON BRAND LOYALTY. Istanbul Ticaret Üniversitesi Sosyal Bilimler Dergisi, vol.21, no.43, 2022, ss.148 - 167. 10.46928/iticusbe.1050122 |
| AMA | ÇELİK Z THE MODERATING ROLE OF INFLUENCER ATTRACTIVENESS IN THE EFFECT OF BRAND LOVE, BRAND TRUST, BRAND AWARENESS AND BRAND IMAGE ON BRAND LOYALTY. Istanbul Ticaret Üniversitesi Sosyal Bilimler Dergisi. 2022; 21(43): 148 - 167. 10.46928/iticusbe.1050122 |
| Vancouver | ÇELİK Z THE MODERATING ROLE OF INFLUENCER ATTRACTIVENESS IN THE EFFECT OF BRAND LOVE, BRAND TRUST, BRAND AWARENESS AND BRAND IMAGE ON BRAND LOYALTY. Istanbul Ticaret Üniversitesi Sosyal Bilimler Dergisi. 2022; 21(43): 148 - 167. 10.46928/iticusbe.1050122 |
| IEEE | ÇELİK Z "THE MODERATING ROLE OF INFLUENCER ATTRACTIVENESS IN THE EFFECT OF BRAND LOVE, BRAND TRUST, BRAND AWARENESS AND BRAND IMAGE ON BRAND LOYALTY." Istanbul Ticaret Üniversitesi Sosyal Bilimler Dergisi, 21, ss.148 - 167, 2022. 10.46928/iticusbe.1050122 |
| ISNAD | ÇELİK, ZÜBEYİR. "THE MODERATING ROLE OF INFLUENCER ATTRACTIVENESS IN THE EFFECT OF BRAND LOVE, BRAND TRUST, BRAND AWARENESS AND BRAND IMAGE ON BRAND LOYALTY". Istanbul Ticaret Üniversitesi Sosyal Bilimler Dergisi 21/43 (2022), 148-167. https://doi.org/10.46928/iticusbe.1050122 |
