The Mediator Role of Brand Image in the Effect of After-Sales Services on Repurchase Intention: An Application for the White Goods and Furniture Industries

This study investigates whether brand image has a role in mediating the effect of after-sales services in the white goods and furniture industries on repurchase intention. For this goal, 400 data were collected from 200 white goods users and 200 furniture users via a survey form to individuals over the age of 18. The SPSS 25.0 software was used for data analysis, and mediator analysis was applied via Regression Analysis. According to the findings, brand image has a partial mediator effect between after-sales services and repurchase intention for white goods users and a full mediator effect between after-sales services and repurchase intention for furniture users.