The effects of experiental marketing on brand preference, brand loyalty and brand specifity: A research on clothing products

Experiential marketing focuses more on consumers rather than the product. It treats consumers as emotional and rational decision makers. Experiental marketing wants to understand the answers to the questions of what the product means to the consumer, what he wants to do with the product, what meaning does he want in his life, how he wants to make a change in his life. Experiental marketing tries to give the customer an experience that will serve his purpose, to gain both his heart and his mind. In this study, the effects of experiential marketing practices on brand preference and brand loyalty are investigated. The data needed were obtained with face to face surveys from Gaziantep University students. With this study, it was concluded that effective implementation of experiential marketing will directly increase brand preference and brand loyalty, and indirectly contribute to the creation of preferability and loyal customers with the effect of brand experience on specifity.