The effect of brand love on the electronic word-of-mouth and repurchase intention

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dc.authorscopusid57200538812
dc.authorscopusid57196461768
dc.contributor.authorÇelik, Süleyman
dc.contributor.authorTopuz, Yusuf Volkan
dc.date.accessioned2024-09-25T19:44:20Z
dc.date.available2024-09-25T19:44:20Z
dc.date.issued2021
dc.departmentAbant İzzet Baysal Üniversitesien_US
dc.description.abstractThe aim of present study is to determine the effects of brand love on electronic word-of-mouth (eWOM) communication dimensions and repurchase intention. Another aim of this study is to investigate the effects of eWOM dimensions on repurchase intention in terms of Y generation and mobile phone brands. Furthermore, this study investigates the mediating role of positive eWOM on brand love and repurchase intention. In accordance with this purposes, data is collected through questionnaires from a total of 402 people who are members of the Y generation based on mobile phone brands. The collected data were analysed by SEM using SPSS AMOS programme. Results of the present study revealed that brand love positively and statistically affects repurchase intention, positive eWOM and eWOM susceptibility dimension. Furthermore, this study revealed that positive eWOM positively affects repurchase intention, and negative eWOM negatively affects repurchase intention. In addition, it is revealed that positive eWOM has a partial mediating effect between brand love and repurchase intention. Copyright © 2021 Inderscience Enterprises Ltd.en_US
dc.identifier.doi10.1504/IJEMR.2021.118301
dc.identifier.endpage372en_US
dc.identifier.issn1741-1025
dc.identifier.issue4en_US
dc.identifier.scopus2-s2.0-85118178760en_US
dc.identifier.scopusqualityQ3en_US
dc.identifier.startpage357en_US
dc.identifier.urihttps://doi.org/10.1504/IJEMR.2021.118301
dc.identifier.urihttps://hdl.handle.net/20.500.12491/12771
dc.identifier.volume12en_US
dc.indekslendigikaynakScopusen_US
dc.language.isoenen_US
dc.publisherInderscience Publishersen_US
dc.relation.ispartofInternational Journal of Electronic Marketing and Retailingen_US
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanıen_US
dc.rightsinfo:eu-repo/semantics/closedAccessen_US
dc.snmzYK_20240925en_US
dc.subjectBrand loveen_US
dc.subjectElectronic word-of-mouthen_US
dc.subjectElectronic word-of-mouth communicationen_US
dc.subjectEWOMen_US
dc.subjectRepurchase intentionen_US
dc.subjectY generationen_US
dc.titleThe effect of brand love on the electronic word-of-mouth and repurchase intentionen_US
dc.typeArticleen_US

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