THE MEDIATION ROLE OF BRAND LOVE AND EXPERIENCE IN THE EFFECT OF SELF BRAND CONNECTION ON THE BRAND LOYALTY

Purpose- Nowadays, many reasons such as the rapid development of technology and the differences in the demands and needs of the consumers have led the enterprises to identify the elements that can distinguish themselves from their competitors. Therefore, researching the elements that can create brand loyalty is very important in terms of developing the right strategies.The aim of the study is to investigate the mediation role of brand love and brand experience in the effect of self-brand connection on brand loyalty. Methodology- The research population consists of university students aged 18 years and older living in Erzincan province. After the validation and cleaning of data by removal missing entries, a total of 300 respondet data points is available for carrying out further analysis. Findings- The results show that the self-brand connection has a significant effect on brand loyalty. In addition to this, it is determined that brand love and brand experience have mediation roles in the effect of self-brand connection on brand loyalty. Conclusion- In order to create brand loyalty, brand love, brand experience and self brand connection are important