The mediating role of brand experience in the effect of perceived brand equity on brand advocacy: A research in the chain hotel group

Brand advocacy means talking about the brand or product and spreading their thoughts to others. Brand value is defined as the value of the positive or negative effect of the service provided to the consumers of the enterprises after the name, symbol or use of any product. Finally, the brand experience is a collection of items that affect the customer emotionally, physically, mentally and spiritually. Customers who have positive brand experience and high perceived brand value are expected to become the brand's advocates. The customers who has become an avocate may tend to share their experiences, answer questions, convince and direct others by participating in the organization's marketing activities. Based on this, in this thesis, it is aimed to determine the the mediating role of brand experience in the effect of perceived brand equity on brand advocacy. In this direction, a questionnaire was distributed to the tourists who had stayed in the chain hotel business in Antalya and 320 questionnaiore were delivered. As a result of the analysis, it has been determined that brand experience has a full mediating role in the effect of brand equity on brand advocacy.