A research on the relationship between brand experience, brand love and brand equity

In today's global markets, brands have started to determine their equity propositions in line with changing and developing consumer needs and demands. The basis of this perspective underpins the idea that consumers' brand perceptions can be shaped based on their experience with brands. In addition, consumers' experiences with brands can play an important role in linking the consumer with the brand. While research on brand equity has a long history, research on brand experience and brand love is relatively new. The purpose of this study is to test the direct and indirect relationships between brand experience, brand love and brand equity. The research data were obtained from 503 participants between the ages of 18-24 in 12 districts of Istanbul. Face-toface questionnaire technique was used as the data collection method, and quota sampling and convenience sampling methods were preferred as sampling methods. The data collected were tested using exploratory factor analysis, confirmatory factor analysis and structural equation modeling analysis within the framework of the conceptual model of the study. In structural equation modeling, the relationship between the brand experience, the independent variable in which the brand love is not included in the model, and the brand value, which is the dependent variable, was examined. Then, the relationship between brand experience, brand love and brand equity were determined with a second model in which the brand love was included in the model. The results revealed that four dimensions of brand experience (sensory, emotional, intellectual and behavioral) had a positive effect on two dimensions of brand love (affection, passion) and four dimensions of brand value (brand awareness, brand associations, perceived quality, brand loyalty). However, it has been concluded that the brand love has no mediating effect between the brand experience and brand equity