Intermedıatıon Role Of Brand Image In The Effect Of Country Of Orıgın And Self-Respect On Brand Loyalty In The Smart Phone Industry

Abstract

Objective: The purpose of this study is to determine whether brand image plays a mediating role in the effect of country of origin and self-esteem on brand loyalty in the smartphone industry. In addition, the effects of country of origin on brand image and brand loyalty and self-esteem on brand image and brand loyalty were investigated. Materials and Methods: The research data were obtained using the survey technique, one of the quantitative research methods. The data were collected from 306 students and 125 academics. The SPSS 21 softwere and the Hayes PROCESS v2.16.3 plugin were used to analyze the data. Findings and Results: In the survey, primarily the dimensions of the scales of country of origin, self-esteem, brand image and brand loyalty were mainly determined. As a result of factor analysis, the factors of country of origin, brand image, and brand loyalty were named in one dimension, while the factor of self-esteem was named in two dimensions as positive self-esteem and negative self-esteem. The regression analysis showed that the country of origin factor had no effect on brand loyalty, the self-esteem factor had an effect on brand image and brand loyalty, and the brand image factor had an effect on brand loyalty. Brand image was found to play a mediating role in the effect of the positive self-esteem factor on brand loyalty.