Brand Experience, Its Antecedent and Effects on Brand Loyalty in the Mediation of Brand Attitude and Brand Preference: A Research on the Online TV Streaming Platforms

Online TV streaming platforms are emerging markets. The assessment of customer-brand relations and brand experiences on these will be useful in developing, testing structural models, examining the indirect-direct effects loyalty. This study aims to determine experiences’ antecedents attitude, preference, loyalty terms online platforms. In addition, attempts provide a different perspective experience models by mediation attitude preference. proposes comprehensive model based sample consisting 389 consumers, who members at least one platform, data, which was collected with an survey. According findings, were obtained after equation modeling analyses, self-brand connection has effect dimensions. “Feel”, “act”, “think” “relate” dimensions have attitude; “sense”, loyalty, “feel” Additionally, Both preference Finally, been supported.