Öz Uyum ve Kendini Keşfetme Duygusunun Marka Deneyimine Etkisi: Gastronomi Şehri Afyonkarahisar Örneği (Effect of Self-Congruity and Self-Expansion on Brand Experience: The Case of Gastronomy City Afyonkarahisar)
Keywords:Self-congruity, Self-expansion, Brand experience, Gastronomy, Afyonkarahisar
This study aims to examine the impact of self-congruity and self-expansion on brand experience among gastronomy tourists visiting the city of Afyonkarahisar. To achieve this goal, the study employed self-congruity, self-expansion, and brand experience scales. The study focused on visitors to the gastronomy city of Afyonkarahisar. A non-probabilistic convenience sampling method was employed to select participants conveniently. The survey technique was used to collect data, and data were gathered from 387 participants who visited Afyonkarahisar in February and March of 2023. The collected survey data were subjected to SPSS Macro Process analysis to test the hypotheses. The findings of the research indicate that self-congruity has a significant and positive impact on both self-expansion feelings and brand experience. In addition, self-expansion feelings also have a significant and positive impact on brand experience. Besides, it was determined that self-expansion feelings play a mediating role. The research results have led to several recommendations.
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