The mediating role of emotional consumer-brand relationship in the relationship between brand attribute association and brand extension purchase intention

Businesses apply various strategies to gain competitive advantage and increase their market shares. The success and continuity of these strategies depends on the strength of the long-term relationships that brands have with consumers. These relationships take place on an emotional, cognitive and psychological basis and direct the possible strategies of the businesses. The aim of this study is to examine the mediating role of emotional consumer-brand relationship in the relationship between brand attribute association and brand extension purchase intention. In addition, it is to examine the moderating role of perceived fit in the relationship between brand attribute association and brand extension purchase intention. Research design is in the causal relational research type. The convenience sampling method was used in the study. In the data collection process, a structured questionnaire was used. The data obtained were tested with univariate and multivariate statistical analysis methods. According to the results, it was determined that emotional consumer brand relationship has a partial mediating role in the relationship between brand attribute association and brand extension purchase intention. In addition, the moderating role of the perceived fit in the relationship between brand attribute association and brand extension purchase intention was not supported.