The role of brand experiences in automobile preferences ofconsumers

The aim of this study is to determine the experiences of consumers for automobile brands, and to explane the relationships of these experiences with vital emotions and behavioral intentions (outcome variables) in marketing such as brand satisfaction, loyalty, customer emotion towards the brand and word of mouth communication (WOM) intention; in other words, is to examine the role in the development of emotion and behavioral intentions of automobile brand experiences in terms of 0 km (new) and used cars comparatively. For this aim, depending on the quantitative research approach, a data collection tool (questionnaire) created based on literature was collected by 658 participants from Aksaray city according to the convenience sampling method. The collected data were tested by using SPSS statistical package software, descriptive statistics, Independent Sample t-test, One Way Variance Analysis (ANOVA), factor analysis, Pearson and Partial correlation analysis, Standard Multiple Linear Regression Analysis and Multivariate Variance Analysis (MANOVA). In this study; brand experiences was evaluated in four dimensions as functional (utilitarian), social-symbolic, aesthetic and affective experiences. As a result of these analyzes, it was determined that there were statistically relatively moderate and high level positive relationship between satisfaction, loyalty, consumer emotion and WOM intention. Accordingly, respectively in terms of brand satisfaction "functional, aesthetic and affective"; in terms of brand loyalty "affective, social-symbolic, and utilitarian-functional", in terms of consumer emotion "affective, aesthetic, and utilitarian-functional"; and in terms of WOM behavioral intention "affective, and utilitarian-functional" experiences were found to be antecedents. In addition, it was obtained that brand experiences differ significantly in terms of 0 km and used cars and, this difference was occurred in the dimensions of functional-utilitarian and aesthetic brand experiences. It was also concluded that the brand experience did not differ significantly in terms of demographic and personal characteristics apart from the type of work and the amount of expenditure on the car.