Determinants of the relationship between brand experience and brand love and behavioral results of brand love

Businesses demonstrate persuasive actions to engage and purchase with experience and emotional commitment to establish and develop long-term relationships with consumers and create deep bonds. In this context, the elements that enable the emotional bond with the brand experienced by the consumers and the behavioral outputs of the consumers who love the brand towards the brand are important. In this study, a research model was developed within the framework of consumer-brand relationship theory. The research hypotheses were analyzed with a sample of 403 iPhone smartphone users. It has been tested with the Hayes Process Macro, which is used as an add-on to the IBM SPSS 22.0 package program to evaluate the hypothetical connections between the structures. According to the results of the research, the mediating role of brand prestige and brand credibility in the relationship between brand experience and brand love; It was concluded that brand dependence has a moderating role. In addition, the effect of brand love on the behavioral outputs of repurchase intention and willingness to pay price premiums has been revealed. Key Words: Brand Experience, Brand Love, Brand Credibility, Brand Prestige, Brand Dependence