The Mediating Role of Brand Satisfaction in The Effect of Shopping Mall Brand Personality on Brand Loyalty: A Study in Turkey

Despite the growing prominence of online shopping—accelerated further by the COVID-19 pandemic—shopping malls remain a vital component of the retail landscape. However, the increasing competition among various retail formats has introduced a complex and critical challenge for shopping malls. In this context, the strategic development of brand personality in shopping malls can play a key role in fostering sustainable success by strengthening consumer attitudes such as satisfaction and loyalty. While the concept of brand personality has been widely examined across diverse sectors and retail settings, its specific impact within shopping malls and its influence on consumer behavior remain underexplored, pointing to a notable research gap. This study, therefore, aims to investigate the effect of shopping mall brand personality on brand satisfaction and brand loyalty. The research was conducted through face-to-face surveys with 407 participants across three shopping malls in Gaziantep, Turkey. Findings from statistical analyses demonstrate that shopping mall brand personality significantly and positively affects both brand satisfaction and loyalty. Moreover, brand satisfaction was shown to have a direct and positive impact on brand loyalty and to partially mediate the relationship between brand personality and loyalty. These results are believed to offer a valuable and original contribution by re-emphasizing the importance of shopping mall branding, particularly in Turkey, where both online shopping and mall-based retailing continue to thrive