THE BRANDING PROCESS: MEDIATOR ROLES OF BRAND SATISFACTION AND BRAND LOYALTY
نویسندگان
چکیده
The branding process is formed by various stages. This starts from the point that consumer experiences brand first time and continues till evangelism which stage of advocacy. In this context, it was aimed to determine effects experience, satisfaction, loyalty on development in study. Moreover, mediator roles satisfaction were evaluated terms relationship between experience evangelism. Data obtained with convenience sampling method 400 participants. As a result analyses, determined had positive effect Besides, role analyzed through SPSS 18 AMOS 20 programs.
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ژورنال
عنوان ژورنال: Kafkas üniversitesi iktisadi ve idari bilimler fakültesi dergisi
سال: 2021
ISSN: ['2149-9136', '1309-4289']
DOI: https://doi.org/10.36543/kauiibfd.2021.015