Brand Love and Brand Forgiveness: An Empirical Study in Turkey

Authors

Merve Yanar Gürce, Marketing School of Business, American International University, Al Jahra, KuwaitFollow
Petek Tosun, Marketing Faculty of Economics, Administrative and Social Sciences, Kadir Has University, Istanbul, TurkeyFollow
Güzide Öncü Eroğlu Pektaş, Marketing Faculty of Engineering, Istanbul University, Istanbul, TurkeyFollow

ORCID

Merve Yanar Gürce: 0000-0002-9616-1815

Petek Tosun: 0000-0002-9228-8907

Güzide Öncü Eroğlu Pektaş: 0000-0001-9685-5334

Keywords

brand love, brand forgiveness, anthropomorphism, retail brands

Abstract

Brand love is an interesting and important concept that required further research in brand management. This study tested the impacts of consumer attitudes, subjective norms, and brand anthropomorphization on brand love and brand forgiveness in the framework provided by the theory of planned behavior. Regression analyses showed that brand anthropomorphization and subjective norms have a signifi cant impact on brand love. Brand love positively infl uences brand forgiveness and acts as a mediator between subjective norms, brand anthropomorphization, and brand forgiveness constructs. Besides mediation, brand anthropomorphization directly influences brand forgiveness. The findings of this study contribute to the existing knowledge on brand love and brand forgiveness concepts by presenting empirical research fi ndings that investigate brand love antecedents. This study has also shown the signifi cant impact of anthropomorphizing a brand on brand forgiveness and brand love.

Recommended Citation

Gürce, M., Tosun, P., & Pektaş, G. (2022). Brand Love and Brand Forgiveness: An Empirical Study in Turkey. Journal of Marketing and Consumer Behaviour in Emerging Markets, 2022(1), 22-39. https://doi.org/10.7172/2449-6634.jmcbem.2022.1.2

First Page

22

Last Page

39

Page Count

17

DOI

10.7172/2449-6634.jmcbem.2022.1.2

Publisher

University of Warsaw

Publication Date

2022-04-05