The Moderating Roll of Brand Image on The Effect of Brand Passion and Brand Love For Turkish Airlines on Consumer Behavior

Abstract

Purpose – The present study aims to determine the moderating role of brand image on the impact of THY’s passion and love on consumers’ willingness to pay a premium price, word of mouth and purchase intention. Design/methodology/approach –: In this context, in order to examine the effects of brand passion and brand love on consumers’ willingness to pay a premium price, word of mouth and purchase intention and the moderating role of brand image on the relations, literature search was conducted and hypotheses and conceptual model were manifested. The survey of the study was applied to the people who lived in Turkey and are Turkish Airlines customers. The model of the study was tested with 453 data. Regression analyses were conducted to test the research hypotheses. Findings – The study findings elicited the impact of brand passion and brand love on consumers’ willingness to pay a premium price, word of mouth and purchase intention. Furthermore, the moderating role of brand image on the effect of brand passion and brand love on consumers’ willingness to pay a premium price, word of mouth and purchase intention were verified. Discussion – The results of the research revealed the positive impact of consumers' feelings of passion and love for THY on their willingness to pay a premium price, positive word of mouth communication and purchase intention. In addition, brand passion and brand love have a greater impact on the willingness to pay a premium price, positive word-of-mouth communication and purchase intention in consumers who have a higher positive image of the THY brand.