Application and perception of the concept of consumer experience; Advertising agency, brand and consumer perspective

This study aimed to examine the experience perceptions and practices of advertising agencies, brands and consumers by considering the concept of consumer experience from both academic and sectoral perspectives. The study emphasizes that with the rise of the experience economy, consumers' demand for not only products and services, but also unforgettable experiences has increased. Within the scope of the research, semi-structured interviews were conducted with advertising agencies, brand representatives and conscious consumers by using qualitative methods. The findings obtained from the questions of Pine and Gilmore (1998), which were shaped within the framework of the experience economy concept, revealed that emotional, sensory, educational, aesthetic and entertainment-oriented elements stand out in different weights in experience design. In particular, brands have stated that the construction of experiences in accordance with the brand identity plays a decisive role in establishing an emotional connection with the consumer and increasing brand loyalty. The agencies emphasized that this process should be supported by strategic planning and creative content production. The findings obtained from the consumer perspective show that experiences directly affect brand perception and that the connection established through experience leaves more permanent traces than traditional advertising formats. The participants stated that their experiences with the brand are not limited to the quality of the product or service, but are also shaped by the level of overlap with the values of the brand. In addition, it is observed that experiences have become more participatory, measurable and personalizable with digitalization, artificial intelligence integration and technological innovations. In general, the study reveals that the consumer experience is not only an element of marketing communication, but also a strategic tool for building brand value and creating a sustainable competitive advantage. This research sheds light on the increasing importance of the consumer experience in an economic and social context and provides valuable strategic recommendations for brands and advertising agencies to implement. It is thought that the study will provide both theoretical contribution and guidance to sectoral applications.