TÜKETİCİLERİN DUYGUSAL MARKA DENEYİMİ VE MARKA İLİŞKİSİ ALGILARININ MARKA EVANGELİZMİ ÜZERİNDEKİ ETKİSİ

Abstract

Brand evangelism, which has been examined in the context of consumer-brand relationships in the last decade, is considered one of the extreme and intense types of these relationships. Brands’ attempts to establish a relationship with consumers have been researched for a long time. However, the same is not true for brand evangelism. There is a general lack of research on brand evangelism, and previous studies have not dealt with its relationship with brands’ relationship-based attributes, consumers’ relationship perceptions and emotional brand experience. This study proposes a model investigating the effect of relationship orientation and relationship quality on emotional experience which results in brand evangelism. We collected 300 questionnaires by online tools. To test the research hypotheses, we analysed the dataset by Structural Equation Modelling. Results affirmed all the hypotheses. Accordingly, brands’ relationship orientation and consumers’ perceptions of relationship quality positively impact emotional brand experience. Also, emotional brand experience positively influences brand evangelism and its sub-dimensions (purchase intention, positive brand referrals, and oppositional brand referrals).