The effect of brand experience on customer loyalty

The main objective of this research is to focus on effect of brand experience on customer loyalty in Turkish brand apparel market through the mediating rule of brand trust, brand love, brand satisfaction and brand commitment. The structure of research is according to general evaluation of brand apparel in the Turkish market and customers have chosen their brand preference names. Research model is examined based on factor analysis, impact of each variable on customer loyalty are measured for apparel brand. Primary data was collected from 423 respondents through convenience sampling of nonprobability method. To be ensured for quality of data, the prepared questionnaires intensively administrated by the researcher via face to face communication and have given a prior information about the research objective to the respondents. The result of this dimensional study exposed that all variables; brand experience, brand trust, brand love, brand satisfaction and brand commitment have crucial impact on customer loyalty. The result acquired based on pre-expected plan as if a marketer cannot fulfill even one of the variable factor then brand fail in the mystery of loyalty. It means all the factors effect on each other consequently and antecedently to reach in zenith of loyalty. In addition to that, according to brand preference of respondents, consumer randomly engage to purchase in the first stage from a brand which mostly brand attitude is the initiator of buying behaviors then they enter in the world of evaluation toward loyalty. And demographic aspects of the respondents, Adults are more sustainable than young customer in terms of loyalty. Keywords: Brand effect, brand experiences, customer loyalty