Business & Management Studies: An International Journal

Yazarlar: Kumru UYAR, Feyza Somtaş LEKESİZCAN

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Özet: The subject of this study is brand love, which is studied in a very limited number of studies. The long-term sustainability of the emotional bond that the consumer has established with the business makes the concept of brand love very important for both consumers and manufacturers today. A brand loved by consumers can gain a great deal of strength in competition. The main goal of the study is to determine the relationship between brand love,  self-expression brand and social visibility of brand.  In line with the aim, the study has been carried out through colleting primary data from the 459 consumers in Kayseri. The data were analyzed with the SPSS 22 package program. The findings of the research reveal that the brand love is related to as well as to the expression of inner self and social self. It has also been found that there is a relationship between brand love and social visibility of brand. The social visibility of brand is not addressed in the previous literature. It is expected that this work will contribute to a better understanding of the issue as the first study to address the social visibility of the brand in the brand love literature.

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