Marka Özdeşleşmesi ve Tüketici Marka Katılımı İlişkisi: Marka Tutkusunun Aracı Rolü.

The aim of this study is to determine the effect of brand identification and brand passion on consumer brand engagement and determine the mediating role of brand passion in the relationship between brand identification and consumer brand engagement. Structural equation model was established between the related variables in order to determine the relationships examined within the scope of the research. The needed data were collected through the online survey application and 315 participants were reached. The findings show that brand identification and brand passion have a positive effect on consumer brand engagement. The partial mediation role of brand passion on the relationship between brand identification and consumer brand engagement is another finding obtained within the scope of the research. [ABSTRACT FROM AUTHOR]