The impact of brand experience on brand equity: A research on transcontinental passengers flying with Turkish Airlines

Today, Turkish Airlines, which opens the doors of a wide world to its passengers and have flights to different parts of the world, ranks among the best as it flies to most countries in the world. Turkish Airlines, which achieved to become an inspirational brand, has a great passenger potential and has been doing very well for more than ten years. Turkish Airlines is our national brand and we are proud of it. Its success and its brand success can be identified with each other. The concepts of brand equity and brand experience are extremely important for many airlines companies. Therefore, calculations are made based on consumer-based brand equity and brand experience and the relationship between brand equity dimensions and brand experience is documented. For this study, people, who traveled to the United States from Turkey at least once, participated in this survey. In line with the scale above, the survey questions were asked to random people through social media by using internet based data collection methodology. Moreover, descriptive statistics of the data, normal distribution information, demographic findings, first and second level confirmatory factor analysis, attitude differences of T-test and ANOVA analysis and path analysis are documented.