The effect of experiential marketing on brand personality and loyalty: A study on airline transportation industry

THE EFFECT OF EXPERIENTIAL MARKETING ON BRAND PERSONALITY AND LOYALTY: A STUDY ON TRANSPORTATION INDUSTRY The changes in today's consumer needs brought along the change in the traditional marketing approach. Now, a new marketing approach dominated by the economy of experience and focusing on consumer experiences prevails. Experiential marketing has become one of the important strategies that businesses use to make a difference. In addition to the functional benefits of the goods or services, offering unforgettable experiences to consumers provides the integration with the brand in personality sense and increases their loyalty to the brand. Therefore, in this study, the relationships among experiential marketing, brand personality and brand loyalty were examined by a survey study for consumers receiving services from airline companies. According to the results obtained, experiential marketing has an impact on brand personality and loyalty. In addition, brand personality also has an impact on brand loyalty. Keywords: Experiential marketing, brand experience, brand personality, brand loyalty