The Mediator Role of Brand Image in the Effect of Product Knowledge on Brand Loyalty: A Study on Mobile Phone Brands

Article Information
Journal: Business and Economics Research Journal
Title of Article: The Mediator Role of Brand Image in the Effect of Product Knowledge on Brand Loyalty: A Study on Mobile Phone Brands
Author(s): Yasmine Rhazaoui, Edin Güçlü Sözer, Mustafa Emre Civelek, Adnan Veysel Ertemel
Volume: 15
Number: 3
Year: 2024
Page: 211-227
ISSN: 2619-9491
DOI Number: 10.20409/berj.2024.442
Abstract
The objective of this study is to explore the relationships between product knowledge, brand image, and brand loyalty in the mobile phone brands context. Specifically, the study investigates the effect of product knowledge level on brand image and brand loyalty, the effect of brand image on brand loyalty, and how brand image mediates the effect of product knowledge on the brand loyalty of mobile phone users. The participants of the study were mobile phone users in the prominent cities of Turkey. A total of 426 participants were identified with the utilization of convenience sampling methodology and the data collection process was executed through a questionnaire distributed electronically. The results of the study confirmed the direct positive and significant effects of the product knowledge level of consumers on brand image and brand loyalty. On the other hand, the image perception of consumers regarding the mobile phone brand is found to have a significant and positive direct effect on brand loyalty. When brand image is included in the model as a mediating variable, the direct effect of product knowledge on brand loyalty turns into an insignificant one, which confirms the mediating role of brand image on the effect of product knowledge on brand loyalty.

Keywords: Brand Image, Product Knowledge, Brand Loyalty, Consumer Behavior, Consumer Electronics

JEL Classification: M30, M31, M39

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