Research Article
BibTex RIS Cite

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

Year 2025, Volume: 27 Issue: 1, 287 - 311, 30.06.2025

Ali Kosat

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.

Keywords

E-Word of Mouth Marketing Nation Brand Loyalty Nation Brand Experience Nation Brand Love

References

  • Aaker, J. L. (1997). Dimensions of Brand Personality. Journal of Marketing Research, 34(3), 347–356.
  • Aaker, J. L., V. Benet-Martínez, and J. Garolera. (2001). Consumption Symbols as Carriers of Culture: A Study of Japanese and Spanish Brand Personality Constructs. Journal of Personality and Social Psychology, 81(3), 492–508.
  • Ahuvia, A.C. (2005). Beyond the Extended Self: Loved Objects and Consumers’ Identity Narratives. Journal of Consumer Research, 32(1), 171-184.
  • Ahuvia, A., Bagozzi, R.P. & Batra, R. (2014). Psychometric vs. C-OAR-SE Measures of Brand Love: A Reply to Rossiter. Marketing Letters, 25(2), 235-243.
  • Albert, N.& Merunka, D. (2013). The Role of Brand Love in Consumer-Brand Relationships. Journal of Consumer Marketing, 30(3), 258-266.
  • Allsop, D.T., Bassett, B.R. & Hoskins, J.A. (2007). Word-of-Mouth Research: Principles and Applications. Journal of Advertising Research, 47(4),398-411.
  • Amaro, S., Barroco, C. & Antunes, J. (2020). Exploring the Antecedents and Outcomes of Destination Brand Love. Journal of Product and Brand Management, 30(3), 23-42.
  • Anholt, S. (2005).Some Important Distinctions in Place Branding. Place Branding, 1(2), 116-121
  • Aro, K., Suomi, K. & Saraniemi, S. (2018).Antecedents and Consequences Of Destination Brand Love – a Case Study From Finnish Lapland. Tourism Management,67(1),71-81.
  • Batra, R., Ahuvia, A. & Bagozzi, P. (2012). Brand Love. Journal of Marketing, 76(2), 1-16.
  • Boisen, M., Terlouw, K. and van Gorp, B. (2011). The Selective Nature of Place Branding and the Layering of Spatial İdentities. Journal of Place Management and Development, 4(2), 135-147.
  • Bowlby, J. (2012). The Making and Breaking of Affectional Bonds. London: Routledge.
  • Briggs, S. (1992). Assessing the Five-Factor Model of Personality Description. Journal of Personality, 60(2), 253–293.
  • Carroll, B.A. & Ahuvia, A.C. (2006). Some Antecedents and Outcomes of Brand Love. Marketing Letters, 17(2), 79-89.
  • Chan, Y.Y. & Ngai, E.W. (2011). Conceptualising Electronic Word of Mouth Activity: an InputProcess-Output Perspective. Marketing Intelligence and Planning, 29(5),488-516.
  • Chen, Y.F. & Law, R. (2016). A review of research on electronic word-of-mouth in hospitality and tourism management. International Journal of Hospitality and Tourism Administration, 17(4), 347-372.
  • Davvetas, V., Diamantopoulos, A.,& Liu, L. (2020). Lit up or Dimmed Down? Why, When, And How Regret Anticipation Affects Consumers’ Use of the Global Brand Halo. Journal of International Marketing, 28(3), 40-63.
  • Dellarocas, C. (2003). The Digitization of Word of Mouth: Promise and Challenges of Online Feedback Mechanisms. Management Science,49(10),1407-1424.
  • Estelami, H. (2020).The Effects of Need for Cognition, Gender, Risk Preferences and Marketing Education on Entrepreneurial Intentions. Journal of Research in Marketing and Entrepreneurship, 22(1), 93–109.
  • Fetscherin, M. (2014). What Type Of Relationship Do We Have With Loved Brands? Journal of Consumer Marketing, 31(6/7), 430-440.
  • Fournier, S. (1998). Consumers and Their Brands: Developing Relationship Theory in Consumer Research. Journal of Consumer Research, 24(4), 343-373.
  • Freire, J.R. (2009). Local People’ a Critical Dimension for Place Brands. Journal of Brand Management, 16(7), 420-438.
  • Goyette, I., Ricard, L., Bergeron, J., & Marticotte, F. (2010). e‐WOM Scale: Word‐of‐Mouth Measurement Scale for e‐Services Context. Canadian Journal of Administrative Sciences/Revue Canadienne des Sciences de l'Administration, 27(1), 5-23.
  • Green, A., Grace, D. & Perkins, H. (2018).City Elements Propelling City Brand Meaning-Making Processes. Marketing Theory, 18(3), 349-369.
  • Gumparthi, V.P. & Patra, S. (2019). The Phenomenon of Brand Love: A Systematic Literature Review. Journal of Relationship Marketing, 19(2), 93-132.
  • Hameed, I., Hussain, H. & Khan, K. (2021). The Role of Green Practices Toward The Green Word-Ofmouth Using Stimulus-Organism-Response Model. Journal of Hospitality and Tourism Insights. 5(5), 1046-1061.
  • Hennig-Thurau, T., Gwinner, K. P., Walsh, G. & Gremler, D. D. (2004). Electronic Word-of-Mouth Via Consumer-Opinion Platforms: What Motivates Consumers to Articulate Themselves on the Internet?. Journal of Interactive Marketing, 18(1), 38-52.
  • Hess, J., Story, J., & Danes, J. (2011). A Three-Stage Model of Consumer Relationship Investment. Journal of Product & Brand Management, 20(1), 14-26.
  • Hilgard, E. (1980). The Trilogy of Mind: Cognition, Affection, and Conation. Journal of the History of the Behavioral Sciences, 16(2), 107–117.
  • Insch, A. (2010). Managing Residents’ Satisfaction With City Life: Application of İmportance– Satisfaction Analysis. Journal of Town and City Management, 1(2), 164-174.
  • Jacoby, J. & D. Kyner. (1973). Brand Loyalty vs. Repeat Purchasing Behavior. Journal of Marketing Research 10(1), 1–9.
  • Kabiraj, S. & Shanmugan, J. (2011). Development of a Conceptual Framework for Brand Loyalty: A Euro-Mediterranean Perspective. Journal of Brand Management, 18(4-5), 285-299.
  • Kim, M.R., Vogt, C.A. & Knutson, B.J. (2015). Relationships Among Customer Satisfaction, Delight, and Loyalty in the Hospitality İndustry. Journal of Hospitality and Tourism Research, 39(2), 170-197.
  • Krystallis, A. (2013). Uncovering Attribute-Based Determinants of Loyalty in Cigarette Brands. Journal of Product and Brand Management, 22(2), 104-117.
  • Lee, J. A. & M. Eastin. (2020). I like What She’s #endorsing: The Impact of Female Social Media Influencers’ Perceived Sincerity, Consumer Envy, and Product Type. Journal of Interactive Advertising, 20(1), 76–91.
  • Lee, R. & Lee, Y.-i. (2021). The Role of Nation Brand in Attracting Foreign Direct Investments: A Case Study of Korea. International Marketing Review, 38(1), 124-140.
  • Libai, B., Bolton, R., Bügel, M. S., De Ruyter, K., Götz, O., Risselada, H. & Stephen, A. T. (2010). Customer-to-Customer İnteractions: Broadening the Scope Of Word Of Mouth Research. Journal of Service Research, 13(3), 267-282.
  • Litvin, S. W., Goldsmith, R. E. & Pan, B. (2008). Electronic Word-of-Mouth in Hospitality and Tourism Management. Tourism management, 29(3), 458-468.
  • Litvin, S.W., Goldsmith, R.E. & Pan, B. (2018). A Retrospective View of Electronic Word-of-Mouth in Hospitality and Tourism Management. International Journal of Contemporary Hospitality Management, 30(1), 313-325.
  • Lucarelli, A., Kalandides, A. & Olof Berg, P. (2011). City Branding: A State-of-the-Art Review of the Research Domain. Journal of Place Management and Development, 4(1), 9-27.
  • Makanyeza, C. (2015). Consumer Awareness, Ethnocentrism and Loyalty: An Integrative Model. Journal of International Consumer Marketing, 27(2), 167-183.
  • Makanyeza, C. & Chikazhe, L. (2017). Mediators of the Relationship Between Service Quality and Customer Loyalty: Evidence From the Banking Sector in Zimbabwe. International Journal of Bank Marketing, 35(3), 540-556.
  • Manzo, L.C. (2005). For Better or Worse: Exploring Multiple Dimensions of Place Meaning. Journal of Environmental Psychology, 25(1), 67-86.
  • Merrilees, B., Miller, D. & Herington, C. (2009). Antecedents of Residents’ City Brand Attitudes. Journal of Business Research, 62(3), 362-367.
  • Miller, E. & J. Wallis. (2009). Executive Function and Higher-Order Cognition: Definition and Neural Substrates. Encyclopedia of Neuroscience, 4(18), 99–104.
  • Mishra, A. & Satish, S. (2016). EWOM: Extant Research Review and Future Research Avenues. Vikalpa, 41(3), 222-233.
  • Moliner-Velazquez, B., Fuentes-Blasco, M. & Gil-Saura, I. (2019). The Role of ICT, eWOM and Guest Characteristics in Loyalty. Journal of Hospitality and Tourism Technology, 10(2), 153-168.
  • Phelps, J.E., Lewis, R., Mobilio, L., Perry, D. & Raman, N. (2004). Viral Marketing or Electronic Wordof-Mouth Advertising: Examining Consumer Responses and Motivations to Pass Along Email. Journal of Advertising Research, 44(4), 333-348.
  • Prentice, C. & M. Nguyen. (2020). Engaging and Retaining Customers with AI and Employee Service. Journal of Retailing and Consumer Services, 56(1), 102-118.
  • Purnawirawan, N., Eisend, M., De Pelsmacker, P. & Dens, N. (2015). A Meta-Analytic Investigation of the Role of Valence in Online Reviews. Journal of Interactive Marketing, 31(1), 17-27.
  • Reimer, T. & Benkenstein, M. (2016). When Good WOM Hurts and Bad WOM Gains: the Effect of Untrustworthy Online Reviews. Journal of Business Research, 69(12), 5993-6001.
  • Roy, S.K., Eshghi, A. & Sarkar, A. (2013). Antecedents and Consequences of Brand Love. Journal of Brand Management, 20(4),325-332.
  • Rungie, C., Uncles, M. & Laurent, G. (2013). Integrating Consumer Characteristics into the Stochastic Modelling of Purchase Loyalty. European Journal of Marketing, 47(10), 1667-1690.
  • Russell, J. (1980). A Circumplex Model of Affect. Journal of Personality and Social Psychology ,39(6), 1161–1178. Sternberg, R. J. (1986). A Triangular Theory of Love. Psychological Review, 93(2), 119-135.
  • Strandberg, C. & Styvén, M.E. (2019).What’s Love Got to Do With İt? Place Brand Love and Viral Videos. Internet Research, 30(1), 1066-2243.
  • Stylidis, D., Biran, A., Sit, J. & Szivas, E.M. (2014).Residents’ Support For Tourism Development: The Role of Residents’ Place Image and Perceived Tourism Impacts. Tourism Management, 45(1), 260-274.
  • Swanson, K. (2017). Destination Brand Love: Managerial Implications and Applications to Tourism businesses. Journal of Place Management and Development, 10(1), 88-97.
  • Verma, S. & Yadav, N. (2021). Past, Present, and Future of Electronic Word of Mouth (EWOM)”, Journal of Interactive Marketing, 12(1),111-128.
  • Wicker, A. (1969). Attitudes Versus Actions: The Relationship of Verbal and Overt Behavioral Responses to Attitude Objects. Journal of Social Issues, 25(4), 41–78.
  • Yadav, R., Paul, J., & Mittal, A. (2021). Impact of Nation Brand Experience on Nation Brand Loyalty, and Positive WOM in a Changing Environment: The Role of nation brand love. International Marketing Review. 40(1), 28-48.
  • Yan, Y., Wang, C.C. & Lai, M.C. (2012). Using Bibliometric Analysis to Explore Research Trend of Electronic Word-of-Mouth From 1999 to 2011. International Journal of Innovation, Management and Technology, 3(4), 337-349.
  • Zenker, S., Braun, E. & Petersen, S. (2017).Branding The Destination Versus The Place: The Effects of Brand Complexity and Identification For Residents And Visitors. Tourism Management,58(1), 15-27.
  • Zhang, H., Xu, H. & Gursoy, D. (2020).The effect of celebrity endorsement on destination brand love: a comparison of previous visitors and potential tourists. Journal of Destination Marketing & Management, 17(1), 1-16.

Ulusal Marka Deneyiminin Ulusal Marka Sadakati ve E-Ağızdan Ağıza Pazarlama Üzerindeki Etkisi: Ulusal Marka Sevgisinin Rolü

Year 2025, Volume: 27 Issue: 1, 287 - 311, 30.06.2025

Ali Kosat

Abstract

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 Türkiye’ye 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 aşkı(sevgisi), 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.

Keywords

E-Ağızdan Ağıza Pazarlama Ulus Marka Sadakati Ulus Marka Deneyimi Ulus Marka Sevgisi (Aşkı)

Ethical Statement

GÜNDEM 32: Kütahya Dumlupınar Üniversitesi Domaniç Hayme Ana Meslek Yüksekokulu Müdürlüğü'nün 18.01.2024 tarihli ve 261732 sayılı yazısı gereğince Öğr.Gör.Dr. Ali KOSAT'ın "Ulus Marka Deneyimi, Ulus Marka Sadakati ve E-Ağızdan Ağıza Pazarlama İlişkisinde Ulus Marka Aşkının Aracılık Etkisi" başlıklı akademik çalışmasında kullanılmak üzere, uygulama, görüşme ve anket yapma talebinin etik açıdan uygunluğu üzerine görüşme KARAR 32: Kütahya Dumlupınar Üniversitesi Domaniç Hayme Ana Meslek Yüksekokulu Müdürlüğü'nün 18.01.2024 tarihli ve 261732 sayılı yazısı gereğince Öğr.Gör.Dr. Ali KOSAT'ın "Ulus Marka Deneyimi, Ulus Marka Sadakati ve E-Ağızdan Ağıza Pazarlama İlişkisinde Ulus Marka Aşkının Aracılık Etkisi" başlıklı akademik çalışmasında kullanılmak üzere, uygulama, görüşme ve anket yapma talebinin etik açıdan uygunluğu üzerine görüşüldü. Yapılan görüşmeler ve değerlendirmeler sonucunda, çalışma kapsamında yapılacak olan uygulama, anket-görüşme sorularının ve ölçeklerin, gerekli izinlerin alınması kaydıyla, fikri, hukuki ve telif hakları bakımından sorumluluğu başvurucuya ait olmak üzere etik açıdan uygun olduğuna oy birliği ile karar verildi. Toplantı No : 2024/01 Toplantı Tarihi : 02.02.2024 Toplantı Saati : 11:00 Toplantı Yeri : Spor Bilimleri Fakültesi Toplantı Salonu

Thanks

SAYIN HAKEMLER VE EDİTÖRE DEĞERLENDİRMELERİ İÇİN ÇOK TEŞEKKÜR EDERİM

References

  • Aaker, J. L. (1997). Dimensions of Brand Personality. Journal of Marketing Research, 34(3), 347–356.
  • Aaker, J. L., V. Benet-Martínez, and J. Garolera. (2001). Consumption Symbols as Carriers of Culture: A Study of Japanese and Spanish Brand Personality Constructs. Journal of Personality and Social Psychology, 81(3), 492–508.
  • Ahuvia, A.C. (2005). Beyond the Extended Self: Loved Objects and Consumers’ Identity Narratives. Journal of Consumer Research, 32(1), 171-184.
  • Ahuvia, A., Bagozzi, R.P. & Batra, R. (2014). Psychometric vs. C-OAR-SE Measures of Brand Love: A Reply to Rossiter. Marketing Letters, 25(2), 235-243.
  • Albert, N.& Merunka, D. (2013). The Role of Brand Love in Consumer-Brand Relationships. Journal of Consumer Marketing, 30(3), 258-266.
  • Allsop, D.T., Bassett, B.R. & Hoskins, J.A. (2007). Word-of-Mouth Research: Principles and Applications. Journal of Advertising Research, 47(4),398-411.
  • Amaro, S., Barroco, C. & Antunes, J. (2020). Exploring the Antecedents and Outcomes of Destination Brand Love. Journal of Product and Brand Management, 30(3), 23-42.
  • Anholt, S. (2005).Some Important Distinctions in Place Branding. Place Branding, 1(2), 116-121
  • Aro, K., Suomi, K. & Saraniemi, S. (2018).Antecedents and Consequences Of Destination Brand Love – a Case Study From Finnish Lapland. Tourism Management,67(1),71-81.
  • Batra, R., Ahuvia, A. & Bagozzi, P. (2012). Brand Love. Journal of Marketing, 76(2), 1-16.
  • Boisen, M., Terlouw, K. and van Gorp, B. (2011). The Selective Nature of Place Branding and the Layering of Spatial İdentities. Journal of Place Management and Development, 4(2), 135-147.
  • Bowlby, J. (2012). The Making and Breaking of Affectional Bonds. London: Routledge.
  • Briggs, S. (1992). Assessing the Five-Factor Model of Personality Description. Journal of Personality, 60(2), 253–293.
  • Carroll, B.A. & Ahuvia, A.C. (2006). Some Antecedents and Outcomes of Brand Love. Marketing Letters, 17(2), 79-89.
  • Chan, Y.Y. & Ngai, E.W. (2011). Conceptualising Electronic Word of Mouth Activity: an InputProcess-Output Perspective. Marketing Intelligence and Planning, 29(5),488-516.
  • Chen, Y.F. & Law, R. (2016). A review of research on electronic word-of-mouth in hospitality and tourism management. International Journal of Hospitality and Tourism Administration, 17(4), 347-372.
  • Davvetas, V., Diamantopoulos, A.,& Liu, L. (2020). Lit up or Dimmed Down? Why, When, And How Regret Anticipation Affects Consumers’ Use of the Global Brand Halo. Journal of International Marketing, 28(3), 40-63.
  • Dellarocas, C. (2003). The Digitization of Word of Mouth: Promise and Challenges of Online Feedback Mechanisms. Management Science,49(10),1407-1424.
  • Estelami, H. (2020).The Effects of Need for Cognition, Gender, Risk Preferences and Marketing Education on Entrepreneurial Intentions. Journal of Research in Marketing and Entrepreneurship, 22(1), 93–109.
  • Fetscherin, M. (2014). What Type Of Relationship Do We Have With Loved Brands? Journal of Consumer Marketing, 31(6/7), 430-440.
  • Fournier, S. (1998). Consumers and Their Brands: Developing Relationship Theory in Consumer Research. Journal of Consumer Research, 24(4), 343-373.
  • Freire, J.R. (2009). Local People’ a Critical Dimension for Place Brands. Journal of Brand Management, 16(7), 420-438.
  • Goyette, I., Ricard, L., Bergeron, J., & Marticotte, F. (2010). e‐WOM Scale: Word‐of‐Mouth Measurement Scale for e‐Services Context. Canadian Journal of Administrative Sciences/Revue Canadienne des Sciences de l'Administration, 27(1), 5-23.
  • Green, A., Grace, D. & Perkins, H. (2018).City Elements Propelling City Brand Meaning-Making Processes. Marketing Theory, 18(3), 349-369.
  • Gumparthi, V.P. & Patra, S. (2019). The Phenomenon of Brand Love: A Systematic Literature Review. Journal of Relationship Marketing, 19(2), 93-132.
  • Hameed, I., Hussain, H. & Khan, K. (2021). The Role of Green Practices Toward The Green Word-Ofmouth Using Stimulus-Organism-Response Model. Journal of Hospitality and Tourism Insights. 5(5), 1046-1061.
  • Hennig-Thurau, T., Gwinner, K. P., Walsh, G. & Gremler, D. D. (2004). Electronic Word-of-Mouth Via Consumer-Opinion Platforms: What Motivates Consumers to Articulate Themselves on the Internet?. Journal of Interactive Marketing, 18(1), 38-52.
  • Hess, J., Story, J., & Danes, J. (2011). A Three-Stage Model of Consumer Relationship Investment. Journal of Product & Brand Management, 20(1), 14-26.
  • Hilgard, E. (1980). The Trilogy of Mind: Cognition, Affection, and Conation. Journal of the History of the Behavioral Sciences, 16(2), 107–117.
  • Insch, A. (2010). Managing Residents’ Satisfaction With City Life: Application of İmportance– Satisfaction Analysis. Journal of Town and City Management, 1(2), 164-174.
  • Jacoby, J. & D. Kyner. (1973). Brand Loyalty vs. Repeat Purchasing Behavior. Journal of Marketing Research 10(1), 1–9.
  • Kabiraj, S. & Shanmugan, J. (2011). Development of a Conceptual Framework for Brand Loyalty: A Euro-Mediterranean Perspective. Journal of Brand Management, 18(4-5), 285-299.
  • Kim, M.R., Vogt, C.A. & Knutson, B.J. (2015). Relationships Among Customer Satisfaction, Delight, and Loyalty in the Hospitality İndustry. Journal of Hospitality and Tourism Research, 39(2), 170-197.
  • Krystallis, A. (2013). Uncovering Attribute-Based Determinants of Loyalty in Cigarette Brands. Journal of Product and Brand Management, 22(2), 104-117.
  • Lee, J. A. & M. Eastin. (2020). I like What She’s #endorsing: The Impact of Female Social Media Influencers’ Perceived Sincerity, Consumer Envy, and Product Type. Journal of Interactive Advertising, 20(1), 76–91.
  • Lee, R. & Lee, Y.-i. (2021). The Role of Nation Brand in Attracting Foreign Direct Investments: A Case Study of Korea. International Marketing Review, 38(1), 124-140.
  • Libai, B., Bolton, R., Bügel, M. S., De Ruyter, K., Götz, O., Risselada, H. & Stephen, A. T. (2010). Customer-to-Customer İnteractions: Broadening the Scope Of Word Of Mouth Research. Journal of Service Research, 13(3), 267-282.
  • Litvin, S. W., Goldsmith, R. E. & Pan, B. (2008). Electronic Word-of-Mouth in Hospitality and Tourism Management. Tourism management, 29(3), 458-468.
  • Litvin, S.W., Goldsmith, R.E. & Pan, B. (2018). A Retrospective View of Electronic Word-of-Mouth in Hospitality and Tourism Management. International Journal of Contemporary Hospitality Management, 30(1), 313-325.
  • Lucarelli, A., Kalandides, A. & Olof Berg, P. (2011). City Branding: A State-of-the-Art Review of the Research Domain. Journal of Place Management and Development, 4(1), 9-27.
  • Makanyeza, C. (2015). Consumer Awareness, Ethnocentrism and Loyalty: An Integrative Model. Journal of International Consumer Marketing, 27(2), 167-183.
  • Makanyeza, C. & Chikazhe, L. (2017). Mediators of the Relationship Between Service Quality and Customer Loyalty: Evidence From the Banking Sector in Zimbabwe. International Journal of Bank Marketing, 35(3), 540-556.
  • Manzo, L.C. (2005). For Better or Worse: Exploring Multiple Dimensions of Place Meaning. Journal of Environmental Psychology, 25(1), 67-86.
  • Merrilees, B., Miller, D. & Herington, C. (2009). Antecedents of Residents’ City Brand Attitudes. Journal of Business Research, 62(3), 362-367.
  • Miller, E. & J. Wallis. (2009). Executive Function and Higher-Order Cognition: Definition and Neural Substrates. Encyclopedia of Neuroscience, 4(18), 99–104.
  • Mishra, A. & Satish, S. (2016). EWOM: Extant Research Review and Future Research Avenues. Vikalpa, 41(3), 222-233.
  • Moliner-Velazquez, B., Fuentes-Blasco, M. & Gil-Saura, I. (2019). The Role of ICT, eWOM and Guest Characteristics in Loyalty. Journal of Hospitality and Tourism Technology, 10(2), 153-168.
  • Phelps, J.E., Lewis, R., Mobilio, L., Perry, D. & Raman, N. (2004). Viral Marketing or Electronic Wordof-Mouth Advertising: Examining Consumer Responses and Motivations to Pass Along Email. Journal of Advertising Research, 44(4), 333-348.
  • Prentice, C. & M. Nguyen. (2020). Engaging and Retaining Customers with AI and Employee Service. Journal of Retailing and Consumer Services, 56(1), 102-118.
  • Purnawirawan, N., Eisend, M., De Pelsmacker, P. & Dens, N. (2015). A Meta-Analytic Investigation of the Role of Valence in Online Reviews. Journal of Interactive Marketing, 31(1), 17-27.
  • Reimer, T. & Benkenstein, M. (2016). When Good WOM Hurts and Bad WOM Gains: the Effect of Untrustworthy Online Reviews. Journal of Business Research, 69(12), 5993-6001.
  • Roy, S.K., Eshghi, A. & Sarkar, A. (2013). Antecedents and Consequences of Brand Love. Journal of Brand Management, 20(4),325-332.
  • Rungie, C., Uncles, M. & Laurent, G. (2013). Integrating Consumer Characteristics into the Stochastic Modelling of Purchase Loyalty. European Journal of Marketing, 47(10), 1667-1690.
  • Russell, J. (1980). A Circumplex Model of Affect. Journal of Personality and Social Psychology ,39(6), 1161–1178. Sternberg, R. J. (1986). A Triangular Theory of Love. Psychological Review, 93(2), 119-135.
  • Strandberg, C. & Styvén, M.E. (2019).What’s Love Got to Do With İt? Place Brand Love and Viral Videos. Internet Research, 30(1), 1066-2243.
  • Stylidis, D., Biran, A., Sit, J. & Szivas, E.M. (2014).Residents’ Support For Tourism Development: The Role of Residents’ Place Image and Perceived Tourism Impacts. Tourism Management, 45(1), 260-274.
  • Swanson, K. (2017). Destination Brand Love: Managerial Implications and Applications to Tourism businesses. Journal of Place Management and Development, 10(1), 88-97.
  • Verma, S. & Yadav, N. (2021). Past, Present, and Future of Electronic Word of Mouth (EWOM)”, Journal of Interactive Marketing, 12(1),111-128.
  • Wicker, A. (1969). Attitudes Versus Actions: The Relationship of Verbal and Overt Behavioral Responses to Attitude Objects. Journal of Social Issues, 25(4), 41–78.
  • Yadav, R., Paul, J., & Mittal, A. (2021). Impact of Nation Brand Experience on Nation Brand Loyalty, and Positive WOM in a Changing Environment: The Role of nation brand love. International Marketing Review. 40(1), 28-48.
  • Yan, Y., Wang, C.C. & Lai, M.C. (2012). Using Bibliometric Analysis to Explore Research Trend of Electronic Word-of-Mouth From 1999 to 2011. International Journal of Innovation, Management and Technology, 3(4), 337-349.
  • Zenker, S., Braun, E. & Petersen, S. (2017).Branding The Destination Versus The Place: The Effects of Brand Complexity and Identification For Residents And Visitors. Tourism Management,58(1), 15-27.
  • Zhang, H., Xu, H. & Gursoy, D. (2020).The effect of celebrity endorsement on destination brand love: a comparison of previous visitors and potential tourists. Journal of Destination Marketing & Management, 17(1), 1-16.
There are 63 citations in total.

Details

Primary Language Turkish
Subjects Marketing (Other)
Journal Section Research Article
Authors

Ali Kosat 0000-0002-8192-5712

Publication Date June 30, 2025
Submission Date September 20, 2024
Acceptance Date June 28, 2025
Published in Issue Year 2025 Volume: 27 Issue: 1

Cite

APA Kosat, A. (2025). Ulusal Marka Deneyiminin Ulusal Marka Sadakati ve E-Ağızdan Ağıza Pazarlama Üzerindeki Etkisi: Ulusal Marka Sevgisinin Rolü. Kastamonu Üniversitesi İktisadi Ve İdari Bilimler Fakültesi Dergisi, 27(1), 287-311. https://doi.org/10.21180/iibfdkastamonu.1553599
 Download Cover Image