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

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.