The Impact of National Brand Experience on National Brand Loyalty and E-WOM Marketing: The Role of National Brand Affection

Ali Kosat

Article Details

The Impact of National Brand Experience on National Brand Loyalty and E-WOM Marketing: The Role of National Brand Affection

Authors:

Ali Kosat

Publisher:

Kastamonu University

Main Topics:

Pazarlama (Diğer)

Journal:

Kastamonu Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi Vol.27 Issue 1, pp.287-311

Document Type:

Article

Publication Date:

6/2025

Document Language:

Turkish

Document ID (Org No.):

2001353801

pISSN:

2147-6012

Keywords:

Abstract:

 Nation branding is a complex task as it involves multiple stakeholders. In the context of globalization, a strong nation brand has significant implications not only for attracting foreign businesses and tourists but also for brands originating from that country. Consumer evaluation and response to branding practices have been a subject of scientific research in recent years. A truly global brand has a presence in all major markets globally and builds this by applying an integrated approach towards standardization across markets. Having a positive nation brand image is important for countries. This study aims to investigate the effect of nation brand experience on nation brand loyalty and e-WOM by including the mediating effect of nation brand love. The data to be included in the analysis in the research was obtained from 528 tourists who came to Turkey for a holiday. The data set was examined using confirmatory factor analysis and the research hypotheses were evaluated using structural equation modeling. As a result, it was found that sensory and emotional nation brand experiences were the main drivers of nation brand love, loyalty and e-WOM. Brand love has been identified as an important factor in creating nation brand experience, loyalty, and related communication. The novelty of this study is that no previous study has examined the distinctive nation brand experience dimensions and their relationship with e-WOM.

 Nation branding is a complex task as it involves multiple stakeholders. In the context of globalization, a strong nation brand has significant implications not only for attracting foreign businesses and tourists but also for brands originating from that country. Consumer evaluation and response to branding practices have been a subject of scientific research in recent years. A truly global brand has a presence in all major markets globally and builds this by applying an integrated approach towards standardization across markets. Having a positive nation brand image is important for countries. This study aims to investigate the effect of nation brand experience on nation brand loyalty and e-WOM by including the mediating effect of nation brand love. The data to be included in the analysis in the research was obtained from 528 tourists who came to Turkey for a holiday. The data set was examined using confirmatory factor analysis and the research hypotheses were evaluated using structural equation modeling. As a result, it was found that sensory and emotional nation brand experiences were the main drivers of nation brand love, loyalty and e-WOM. Brand love has been identified as an important factor in creating nation brand experience, loyalty, and related communication. The novelty of this study is that no previous study has examined the distinctive nation brand experience dimensions and their relationship with e-WOM.

 Nation branding is a complex task as it involves multiple stakeholders. In the context of globalization, a strong nation brand has significant implications not only for attracting foreign businesses and tourists but also for brands originating from that country. Consumer evaluation and response to branding practices have been a subject of scientific research in recent years. A truly global brand has a presence in all major markets globally and builds this by applying an integrated approach towards standardization across markets. Having a positive nation brand image is important for countries. This study aims to investigate the effect of nation brand experience on nation brand loyalty and e-WOM by including the mediating effect of nation brand love. The data to be included in the analysis in the research was obtained from 528 tourists who came to Turkey for a holiday. The data set was examined using confirmatory factor analysis and the research hypotheses were evaluated using structural equation modeling. As a result, it was found that sensory and emotional nation brand experiences were the main drivers of nation brand love, loyalty and e-WOM. Brand love has been identified as an important factor in creating nation brand experience, loyalty, and related communication. The novelty of this study is that no previous study has examined the distinctive nation brand experience dimensions and their relationship with e-WOM.

 Ulus marka oluşturma, birden fazla paydaşı içerdiğinden karmaşık bir iştir. Küreselleşme bağlamında güçlü bir ulus markasının, yalnızca yabancı işletmeleri ve turistleri çekmede değil, aynı zamanda o ülke menşeli markalar açısından da önemli etkileri vardır. Tüketici değerlendirmesi ve markalama uygulamalarına tepki, son yıllarda bilimsel bir araştırma konusu olmuştur. Gerçek anlamda küresel bir marka, küresel olarak tüm büyük pazarlarda varlığa sahiptir ve bunu, pazarlar arasında standardizasyona yönelik bütünleşik bir yaklaşım uygulayarak oluşturur. Olumlu bir ulus marka imajına sahip olmak, ülkeler için önemlidir. Bu çalışma, ulus marka aşkının aracılık etkisini de dahil ederek, ulus marka deneyiminin ulus marka sadakati ve e- ağızdan ağıza pazarlama üzerindeki etkisini araştırmayı amaçlamaktadır Araştırmada analizlere dahil edilecek veriler Türkiyeye tatile gelen 528 turistten elde edilmiştir. Veri seti doğrulayıcı faktör analizi kullanılarak incelenmiş ve araştırma hipotezleri yapısal eşitlik modellemesi kullanılarak değerlendirilmiştir. Sonucunda duyusal ve duygusal ulus marka deneyimlerinin, ulus marka aşkısevgisi, sadakati ve elektronik ağızdan ağıza pazarlamanın ana itici güçleri olduğu bulunmuştur. Marka aşkı, ulus marka deneyimi, sadakati ve ilgili iletişim oluşturmada önemli bir etken olarak tanımlanmıştır. Bu çalışmanın yeniliği, daha önce hiçbir çalışmanın ayırt edici ulus marka deneyimi boyutlarını ve bunların e-ağızdan ağıza pazarlama ile ilişkilerini incelememiş olmasıdır.

Article Details

The Impact of National Brand Experience on National Brand Loyalty and E-WOM Marketing: The Role of National Brand Affection

Authors:

Ali Kosat

Publisher:

Kastamonu University

Main Topics:

Pazarlama (Diğer)

Journal:

Kastamonu Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi Vol.27 Issue 1, pp.287-311

Document Type:

Article

Publication Date:

6/2025

Document Language:

Turkish

Document ID (Org No.):

2001353801

pISSN:

2147-6012

E-Word of Mouth Marketing

Nation Brand Loyalty

Nation Brand Experience

Nation Brand LoveE-Ağızdan Ağıza Pazarlama

Ulus Marka Sadakati

Ulus Marka Deneyimi

Ulus Marka Sevgisi (Aşkı)

Issues

Article Details

Authors: Ali Kosat

Publisher: Kastamonu University

Main Topics: Pazarlama (Diğer)

Journal: Kastamonu Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi Vol.27 Issue 1, pp.287-311

Document Type: Article

Publication Date: 6/2025

Document Language: Turkish

Document ID (Org No.): 2001353801

pISSN: 2147-6012

Issues

Authors:

Ali Kosat

Publisher:

Kastamonu University

Main Topics:

Pazarlama (Diğer)

Journal:

Kastamonu Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi Vol.27 Issue 1, pp.287-311

Document Type:

Article

Publication Date:

6/2025

Document Language:

Turkish

Document ID (Org No.):

2001353801

pISSN:

2147-6012