TY  - JOUR
TI  - THE BRANDING PROCESS: MEDIATOR ROLES OF BRAND SATISFACTION AND BRAND LOYALTY
AB  - The branding process is formed by various stages. This process starts from the point that the consumer experiences the brand first time and continues till brand evangelism which is the stage of brand advocacy. In this context, it was aimed to determine the effects of brand experience, brand satisfaction, and brand loyalty on the process of brand evangelism development in this study. Moreover, mediator roles of brand satisfaction and brand loyalty were evaluated in terms of the relationship between brand experience and brand evangelism. Data were obtained with the convenience sampling method from 400 participants. As a result of analyses, it was determined that brand experience, brand satisfaction, and brand loyalty had a positive effect on brand evangelism. Besides, brand loyalty had a mediator role between brand experience and brand evangelism. Data were analyzed through SPSS 18 and AMOS 20 programs.
AU  - BEYAZ, Rafet
AU  - GÜNGÖR, ABDULLAH YİĞİT
DO  - 10.36543/kauiibfd.2021.015
PY  - 2021
JO  - KAFKAS ÜNİVERSİTESİ İKTİSADİ ve İDARİ BİLİMLER FAKÜLTESİ DERGİSİ 
VL  - 12
IS  - 23
SN  - 1309-4289
SP  - 322
EP  - 346
DB  - TRDizin
UR  - http://search/yayin/detay/439203
ER  -