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The Mediating Role of Brand Performance on the Relationship between Confusion - Brand Loyalty and Uncertainty Avoidance – Brand Loyalty

Dokuz Eylul University Faculty of Economics and Administrative Sciences Journal

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Title The Mediating Role of Brand Performance on the Relationship between Confusion - Brand Loyalty and Uncertainty Avoidance – Brand Loyalty
 
Creator UNURLU, Çiğdem
 
Description The purpose of this study is to determine whether brand performance has mediating effect on the relationship between confusion - brand loyalty and between uncertainty avoidance – brand loyalty or not. The proposed model was tested on 437 participants. As a result of the analysis, it was revealed that brand performance has a full mediating effect on the relationship between the confusion and brand loyalty, and a partial mediating effect on the relationship between the uncertainty avoidance and brand loyalty. Also, as a result of the model testing, it was found that uncertainty avoidance explained 28% of the variability in brand performance, confusion explained 14% of the variability in brand performance and also brand performance explained 81% of the variability in brand loyalty. On the other hand, confusion does not directly affect brand loyalty but it affects brand loyalty through brand performance.
 
Publisher Dokuz Eylul University Faculty of Economics and Administrative Sciences Journal
Dokuz Eylül Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi
 
Contributor —
 
Date 2019-12-31
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
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Format application/pdf
 
Identifier https://iibfdergi.deu.edu.tr/index.php/cilt1-sayi1/article/view/879
10.24988/ije.2019344879
 
Source Dokuz Eylul University Faculty of Economics and Administrative Sciences Journal; Cilt 34, Sayı 4 (2019): İzmir İktisat Dergisi Aralık 2019 Sayısı; 491-510
Dokuz Eylül Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi; Cilt 34, Sayı 4 (2019): İzmir İktisat Dergisi Aralık 2019 Sayısı; 491-510
2147-7973
1302-504X
 
Language eng
 
Relation https://iibfdergi.deu.edu.tr/index.php/cilt1-sayi1/article/view/879/pdf
 
Rights Telif Hakkı (c) 2019 Dokuz Eylül Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi