İkinci Nesil Kahve Tüketiminde Duyusal Pazarlama Unsurlarının Davranışsal Niyete Etkisinde Marka Sadakatinin Aracı Rolü (The Mediating Role of Brand Loyalty in the Effect of Sensory Marketing Elements on Behavioral Intentions in Second-Generation Coffee Consumption)
DOI:
https://doi.org/10.21325/jotags.2025.1694Keywords:
Second generation coffee, Sensory marketing, Behavioral intention, Brand loyaltyAbstract
The aim of this study is to examine the mediating role of brand loyalty in the effect of sensory marketing elements on behavioral intentions in second-generation coffee consumption among university students. The study employed a relational survey model, one of the quantitative research designs. The sample consists of 1,066 students studying at a public university in Türkiye. Data were collected using previously validated and reliable scales. Since the data met the assumptions of normal distribution, parametric statistical techniques were used. The analysis revealed positive and significant relationships between sensory marketing elements, brand loyalty, and behavioral intentions. A strong association was also found between brand loyalty and behavioral intentions. Furthermore, sensory marketing elements were found to have a significant effect on both brand loyalty and behavioral intentions, while brand loyalty was determined to play a partial mediating role in the relationship between sensory marketing and behavioral intentions.
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