Özet:

The number of brands that realize the importance of winning their consumer loyalty and focus on this topic is rapidly increasing. Due to the competitive dynamics of the last century, as well as the concrete values, the abstract values such as image, love are the pioneers of loyalty. The aim of this study is to identify the direct impact of the love and image of the brand that consumers hear to the brand on the brand loyalty and whether the image has a mediating role in the relationship between love and loyalty. For this purpose, data from 390 car owners were collected via the online survey technique. The hypotheses created under the study were tested using linear and multiple regression analysis. For the purpose of determining the mediation role of the brand image, Baron and Kenny (1986) used the Causative Step Approach, which consists of four stages. The results of the study describe the role of a part of the brand image in the relationship between brand love and brand loyalty. In light of these findings, the love that consumers hear to the car brands affects the brand loyalty through the brand image.