Cognitive and Social Antecedents of Brand Loyalty in Over-The-Top Streaming Services

  • Authors

    • Bülent ÖZSAÇMACI Department of Foreign Trade, Çankaya University, 06815, Etimesgut, Ankara, Türkiye
    https://doi.org/10.14419/marstx36

    Received date: July 31, 2025

    Accepted date: September 13, 2025

    Published date: September 20, 2025

  • Brand identity; Brand image; Brand loyalty; Electronic word-of-mouth (eWOM); Perceived quality

  • Abstract

    This study examines cognitive (brand image, perceived quality, brand identity) and social (eWOM) antecedents of brand loyalty in Over-the-Top (OTT) streaming using a cross-sectional survey (N=418) and covariance-based SEM. All four antecedents significantly predict loyalty, with brand image exerting the strongest effect, followed by eWOM, then perceived quality and brand identity. Group comparisons show that evaluations of perceived quality, but not eWOM, identity, image, or loyalty, differ by usage frequency and subscription breadth. The findings substantiate a dual cognitive–social route to loyalty, and suggest that, in content-rich, multi-homing markets, quality functions as a hygiene factor while brand image carries the differentiating signal. We discuss managerial implications for sequencing investments (image, eWOM, quality thresholds) and outline finance-relevant links to CLV, LTV: CAC, and revenue stability.

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  • How to Cite

    ÖZSAÇMACI, B. (2025). Cognitive and Social Antecedents of Brand Loyalty in Over-The-Top Streaming Services. International Journal of Accounting and Economics Studies, 12(5), 820-832. https://doi.org/10.14419/marstx36