Unurlu, Çiğdem2024-06-122024-06-1220191308-81731308-8505https://doi.org/10.24988/ije.2019344879https://search.trdizin.gov.tr/yayin/detay/359467https://hdl.handle.net/20.500.14551/12921The 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.en10.24988/ije.2019344879info:eu-repo/semantics/openAccessArticle344491510359467