(Examining of the Mediating Effect of Brand Love Between Brand Authenticity and Brand Preference on Samsung Brand)

Abstract

Purpose – If a brand is authentic, it has more place in the mind of the consumer and it is more preferred. The authenticity of the brand is an essential element for a long-term consumer-brand relationship. Brand love includes the consumer’s passion for the brand and the degree of attachment to the brand. This study’s purpose is to examine the mediating effect of brand love in the relationship between brand authenticity and brand preference. Design/methodology/approach – It was attempted to determine the mediating effect of brand love on the effect of continuity, originality, reliability and naturalness dimensions on brand preference within the scope of the concept of brand authenticity through the survey which was carried out with easy sampling method to consumers over 18 years of age living in Izmir and use Samsung brand mobile phone. The survey data was analyzed using the SPSS 18 and AMOS 22 programs and using the structural equity model. Findings – – It was concluded that the continuity and authenticity dimensions of brand authenticity do not have a significant effect on brand preference, but the reliability and naturalness dimensions have a significant effect on brand preference. Also brand love has a mediating effect on the relationship between brand authenticity and brand preference. Discussion – The fact that brand love has a significant effect on the preferability of the brand shows that it is an effective factor in the preference of the brand in the future. When the brand is placed in the minds of consumers as a reliable and original brand, the possibility of recommending the brand to others may increase. The fact that the brand is stable and consistent, can adapt to innovations, and is reliable and realistic enhances the trust and loyalty to the brand. Thus, with the turning of long-term commitment into brand love as a result of consumers’ experiences, the preferability of the brand in the next purchases will be able to increase.