The Mediating Role of Brand Love on The Relationship Between Consumer Ethnocentrism and Brand Loyalty with Structural Equation Modelling

Abstract

Purpose Main aim of this study is to examine the relationship among young consumers etnocentrisim, brand love and brand loyalty. The effect of coffee shop selection criteria and ethnocentric tendencies and brand love on brand loyalty is also studied among university students in this paper. Results of study show there is strong relationship among ethnocentric tendencies, brand love and brand loyalty. The study aims to Design/methodology/approach Data was collected among 285 graduate and post graduate students in Aydın, Turkey. It was analyzed by using confirmatory structural equation modeling (SEM). Findings The study's findings indicate a significant relationship between ethnocentric tendencies, brand love, and brand loyalty. Additionally, brand love partially mediates the link between customer ethnocentrism and brand loyalty. Research limitations/implications The sample was relatively limited and it involved participants from only one of Aydın Adnan Menderes University students. Keywords:consumer ethnocentrism, brand love, brand loyalty, structural equation modeling