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

Yasmine Rhazaoui, Edin Güçlü Sözer, Mustafa Emre Civelek and Adnan Veysel Ertemel
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Yasmine Rhazaoui: Istanbul Okan University
Edin Güçlü Sözer: Istanbul Okan University
Mustafa Emre Civelek: Antalya Bilim University
Adnan Veysel Ertemel: Istanbul Technical University

Business and Economics Research Journal, 2024, vol. 15, issue 3, 211-227

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 (search for similar items in EconPapers)
JEL-codes: M30 M31 M39 (search for similar items in EconPapers)
Date: 2024
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