THE MODERATING ROLE OF INFLUENCER ATTRACTIVENESS IN THE EFFECT OF BRAND LOVE, BRAND TRUST, BRAND AWARENESS AND BRAND IMAGE ON BRAND LOYALTY

Purpose: This study examines the moderating role of influencer attractiveness in the effect of brand image brand awareness, brand love, and brand trust on brand loyalty. Method Data were collected from 318 people through an online survey. Hypotheses were analyzed using simple linear regression and process macro software. Findings: According to the statistical analysis results; brand love, brand trust, brand awareness, and brand image are important antecedents that have a direct effect on brand loyalty; brand awareness, brand image and brand trust have an indirect effect on brand loyalty, thanks to the important mediating role of brand love; brand awareness, brand image and brand trust are important antecedents that directly affect brand love; influencer attractiveness has an important moderating role in the effect of brand awareness, brand trust, brand love and brand image on brand loyalty; moreover, brand love, brand awareness, brand trust, and brand image have significant conditional effects on brand loyalty at low, medium and high values of influencer attractiveness. Originality: This study successfully explains the link between influencer attractiveness, brand love, brand awareness, brand image and brand loyalty. At the end of the study, recommendations for further research and practice were made.