Brand Experience, Its Antecedents and Its Effects on Brand Loyalty in Online TV Streaming Platforms: The Mediation Effect of Brand Attitude and Brand Preference

Abstract

Online TV streaming platforms are emerging markets. The assessment of customer-brand relations and brand experiences on these platforms will be useful in developing, testing structural models, and examining the indirect-direct effects on brand loyalty. This study aims to determine brand experiences’ antecedents and the effects on brand attitude, brand preference, and brand loyalty in terms of online TV streaming platforms. In addition, attempts to provide a different perspective to brand experience models by testing different mediation effects of brand attitude and brand preference. This study proposes a comprehensive model based on a sample consisting of 389 consumers, who are members of at least one online TV streaming platform, and the data, which was collected with an online survey. According to the findings, which were obtained after the structural equation modeling and mediation analyses, self-brand connection has an effect on brand experience dimensions. “Feel”, “act”, “think” and “relate” dimensions have an effect on brand attitude; “sense”, “act”, “think” and “relate” dimensions have an effect on brand loyalty, and “sense”, “feel” and “think” dimensions have an effect on brand preference. Additionally, brand attitude has an effect on brand preference. Both brand attitude and brand preference have an effect on brand loyalty. Finally, the mediation effects of brand attitude and brand preference have been supported.