The Mediating Role of Brand Performance on the Relationship between Confusion - Brand Loyalty and Uncertainty Avoidance – Brand Loyalty
| dc.contributor.author | Unurlu, Çiğdem | |
| dc.date.accessioned | 2024-06-12T10:04:37Z | |
| dc.date.available | 2024-06-12T10:04:37Z | |
| dc.date.issued | 2019 | |
| dc.department | Trakya Üniversitesi | en_US |
| dc.description.abstract | 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. | en_US |
| dc.identifier.doi | 10.24988/ije.2019344879 | |
| dc.identifier.endpage | 510 | en_US |
| dc.identifier.issn | 1308-8173 | |
| dc.identifier.issn | 1308-8505 | |
| dc.identifier.issue | 4 | en_US |
| dc.identifier.startpage | 491 | en_US |
| dc.identifier.trdizinid | 359467 | en_US] |
| dc.identifier.uri | https://doi.org/10.24988/ije.2019344879 | |
| dc.identifier.uri | https://search.trdizin.gov.tr/yayin/detay/359467 | |
| dc.identifier.uri | https://hdl.handle.net/20.500.14551/12921 | |
| dc.identifier.volume | 34 | en_US |
| dc.indekslendigikaynak | TR-Dizin | en_US |
| dc.language.iso | en | en_US |
| dc.relation.ispartof | İzmir iktisat dergisi | en_US |
| dc.relation.publicationcategory | Makale - Ulusal Hakemli Dergi - Kurum Öğretim Elemanı | en_US |
| dc.rights | info:eu-repo/semantics/openAccess | en_US |
| dc.title | The Mediating Role of Brand Performance on the Relationship between Confusion - Brand Loyalty and Uncertainty Avoidance – Brand Loyalty | en_US |
| dc.type | Article | en_US |
