The effect of brand experience in art on the visitor satisfaction and brand image perception according to visitors' level of involvement: The case study of 15th Istanbul Biennial

The rise in the social and the economic premisses of art industries, the growth of investments in these areas and an increased financial support to art from the government organizations, the foundations and the large scale companies, all foster growth in each other and creates an environment where art and marketing meets. Art organizations, aims at bringing the producer (artist) and the consumer (visitor) in the art market and aims at meeting the artwork or the artistic experience with the correct masses, the growth of these masses and to built sustained relations with them. Today in which consumers express themselves with their choices of consumption, to become a discrete brand and making your customers feeling discrete, presenting discrete experiences to the market, managing this experience and understand why consumers consume this or that or not, is far more important than ever. This study focuses on the effect of brand experience in art, on the visitor experience and brand image perceptions, and to analyze these effects based on visitors' level of involvement. In the context of this study, a questionnaire has been directed to the visitors of Istanbul Biennial in Istanbul Modern. A total of 337 out of 355 questionnaire proved to be consistent and analyses conveyed with all data obtained on all samples and on groups based on their involvement level. It has been observed in the study that general brand experience explains both the visitor experience and the brand image perceptions based on the responds to the questionnaire from both the visitors with low and high involvement levels. When the effects of sub levels of brand experience is examined, it has been observed that both the sensory and cognitive dimensions are effective in explaining experience and image.