A research on the effect of experiential marketing on brand loyalty and behavioral intent in Mersin.

This study was conducted in Mersin to examine the effect of experiential marketing on brand loyalty and behavioral intention. Face-to-face questionnaire method was used in the study and the answers given by 438 participants were found suitable for use in the analysis. Participants were first asked questions about their favorite clothing store and their frequency of going to the store. In the other part, data was collected from the participants with experiential marketing, brand loyalty and behavioral intention scales. Finally, questions were asked about demographic characteristics. Importance to the confidentiality in personal information has been given. The data obtained in the research were transferred to the IBM SPSS program. Confirmatory factor analysis was performed with IBM AMOS program to examine the validity and reliability of the scales, and the validity of the scale was investigated. Cronbach Alpha coefficient was used for reliability analysis. Independent sample t test was used in the comparison of two groups of variables showing normal distribution, and ANOVA test was used for the comparison of three and more groups. Correlation and regression analysis were used to examine the relationship between research variables. Keywords: Experiential Marketing, Brand, Brand Loyalty, Behavioral Intention, Customer Experience