The Mediating Role of Brand Performance on the Relationship between Confusion - Brand Loyalty and Uncertainty Avoidance – Brand Loyalty
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Tarih
2019
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info:eu-repo/semantics/openAccess
Özet
The purpose of this study is to determine whether brand performance has mediating effect on the relationship betweenconfusion - brand loyalty and between uncertainty avoidance – brand loyalty or not. The proposed model was tested on 437participants. As a result of the analysis, it was revealed that brand performance has a full mediating effect on therelationship between the confusion and brand loyalty, and a partial mediating effect on the relationship between theuncertainty avoidance and brand loyalty. Also, as a result of the model testing, it was found that uncertainty avoidanceexplained 28% of the variability in brand performance, confusion explained 14% of the variability in brand performanceand also brand performance explained 81% of the variability in brand loyalty. On the other hand, confusion does not directlyaffect brand loyalty but it affects brand loyalty through brand performance.
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İzmir iktisat dergisi
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Cilt
34
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4
