Brand Love and Brand Forgiveness: An Empirical Study in Turkey

dc.authorid0000-0002-9228-8907en_US
dc.contributor.authorTosun, Petek
dc.contributor.authorYanar Gürce, Merve
dc.contributor.authorÖncü Eroğlu Pektaş, Güzide
dc.date.accessioned2022-04-14T13:34:16Z
dc.date.available2022-04-14T13:34:16Z
dc.date.issued2022-04-12
dc.departmentFakülteler, İşletme Fakültesi, İşletme Bölümüen_US
dc.description.abstractBrand love is an interesting and important concept that required further research in brand management. This study tested the impacts of consumer attitudes, subjective norms, and brand anthropomorphization on brand love and brand forgiveness in the framework provided by the theory of planned behavior. Regression analyses showed that brand anthropomorphization and subjective norms have a signifi cant impact on brand love. Brand love positively infl uences brand forgiveness and acts as a mediator between subjective norms, brand anthropomorphization, and brand forgiveness constructs. Besides mediation, brand anthropomorphization directly infl uences brand forgiveness. The fi ndings of this study contribute to the existing knowledge on brand love and brand forgiveness concepts by presenting empirical research fi ndings that investigate brand love antecedents. This study has also shown the signifi cant impact of anthropomorphizing a brand on brand forgiveness and brand love.en_US
dc.identifier.doi10.7172/2449-6634.jmcbem.2022.1.2en_US
dc.identifier.endpage39en_US
dc.identifier.issn2449-6634en_US
dc.identifier.issue14en_US
dc.identifier.startpage22en_US
dc.identifier.urihttps://hdl.handle.net/20.500.12469/4327
dc.identifier.urihttp://www.wz.uw.edu.pl/portaleFiles/5708-journal-of-m/no_14/art.2_JMCBEM_1(14)-2022.pdf
dc.identifier.volume1en_US
dc.language.isoenen_US
dc.publisherWarsaw: Faculty of Management Publishing House. University of Warsawen_US
dc.relation.journalJournal of Marketing and Consumer Behaviour in Emerging Marketsen_US
dc.relation.publicationcategoryMakale - Ulusal Hakemli Dergi - Kurum Öğretim Elemanıen_US
dc.rightsinfo:eu-repo/semantics/openAccessen_US
dc.subjectbrand loveen_US
dc.subjectbrand forgivenessen_US
dc.subjectanthropomorphismen_US
dc.subjectretail brandsen_US
dc.titleBrand Love and Brand Forgiveness: An Empirical Study in Turkeyen_US
dc.typeArticleen_US
dspace.entity.typePublication
relation.isAuthorOfPublication16b42836-c12c-44fc-909d-a9e0b00bae60
relation.isAuthorOfPublication.latestForDiscovery16b42836-c12c-44fc-909d-a9e0b00bae60

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