The Intermediate Role of Brand Identification The Effect of Brand Image on Brand Evangelism Investigatıon with The Structural Equality Model
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https://doi.org/10.5281/zenodo.10258243Keywords:
Brand Evangelism, Brand Identification, Brand ImageAbstract
The main purpose of this study is to determine whether brand identification has a significant mediating effect on the effect of brand image on brand evangelism through structural equation modeling. In addition to this main purpose, the study also aims to examine whether brand image has a significant effect on brand evangelism and brand identification and whether brand identification has a significant effect on brand evangelism. The scope of this research consists of automobile users living in Elazığ. Therefore, the research is limited to Elazığ city and automobile users. The main population of the research consists of car owners living in Elazığ. In the research, the convenience sampling method, one of the non-random sampling methods, was used as the basis. In the research, a one-to-one survey was conducted with a total of 448 automobile owners. In the questionnaire form, a 5-point Likert scale was used to determine the levels of brand evangelism, brand image and brand identification of automobile owners. In the analysis of the research data; arithmetic mean, standard deviation, reliability analysis, confirmatory factor analysis, correlation analysis and structural equation modeling were used. LISREL and SPSS 22.0 package statistical programs were used in the analysis. As a result of the reliability and confirmatory factor analyses applied in the study, it was determined that the research variables had a high degree of reliability and the goodness of fit values were within acceptable limits as a result of the modifications made. In the study, it was determined that brand image levels of automobile users were 3.72, brand evangelism levels were 3.66 and brand identification levels were 3.11. As a result of the structural equation model conducted in the research, it was determined that brand identification has a significant and partial mediating effect on the effect of brand image on brand evangelism. In addition, as a result of the research, it was determined that brand image has a significant and positive effect on brand evangelism and brand identification and brand identification has a significant and positive effect on brand evangelism.
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