THE MEDIATING EFFECT OF BRAND LIKEABILITY ON THE RELATIONSHIP BETWEEN BRAND IMAGE AND CONSPICUOUS CONSUMPTION

Abstract

Purpose- The understanding of competition that continues in many areas of enterprises also continues in branding. Businesses that succeed in branding provide a competitive advantage. Businesses will be guided in branding by thinking about concepts such as brand image and brand likeability related to branding in the context of conspicuous consumption. Thus, consumer behaviour in the future can be predicted more realistically by analyzing the factors affecting the conspicuous consumption trend. In an intensely competitive environment, brands develop strategies that will ensure recognition and adoption by consumers. Brand image and likability play an essential role in this process. Although many studies are conducted on ostentatious consumption, brand image and brand likeability, a limited number of studies evaluate the three concepts together. This study focuses on the mediator effect of brand likeability in the relationship between brand image and conspicuous consumption. Thus, a research model has been created due to the literature review and the collected data were tested through the hypotheses created. Methodology- Quantitative data collection and analysis method has been used in the research and the research universe comprises consumers over 18 in the Marmara region, and the sample comprises 748 people who participated in the research. The data were analyzed with the SPSS and Process Macro program. The research model created due to the literature review has been tested. Findings- When looking at the research findings, it positively and significantly affects the ostentatious consumption tendency of brand image. Accordingly, the first hypothesis is confirmed. At the same time, this relationship mediates brand likeability; thus, hypothesis 2 is also accepted. Conclusion- The tendency to conspicuous consumption emerges by being influenced by brand image and brand likeability factors. In the research, there has yet to be a study that correlates brand image and brand likeability with conspicuous consumption. From this point of view, the study is a candidate to contribute to the literature. Keywords: Conspicuous consumption, consumers, brand, brand image, brand likeability. JEL Codes: M30, M31, M39