The role of green brand experiencea in the development of consumer-based green brand equity

The main purpose of this thesis is to examine the relationships between consumer-based green brand equity and green brand experiences. In other words, it is to address the role of green brand experiences that have been neglected in the literature in the development of consumer-based green brand equity. With this match, based on the quantitative research approach, relational research type and field research design (survey) were used. Using the convenience sampling method, data were collected from consumers over the age of 18 living in Konya, using a face-to-face and online platform, with a questionnaire adapted from some scales whose validity and reliability were tested in the literature before. The collected data were analyzed using descriptive statistics and Pearson Correlation technique. The results revealed that there are positive and significant relationships between consumer-based green brand equity and all of the utilitarian, symbolic and emotional (experiential) dimensions of green brand experiences. In addition, positive significant relationships were found between green brand experience and green brand satisfaction, green brand loyalty, green brand word of mouth communication tendency, green brand trust and perceived green customer value, which are accepted as driving variables of consumer-based green brand equity. In terms of consumer-based green brand equity, green brand satisfaction, green brand loyalty, green brand trust, and perceived green customer value, utilitarian green brand experience contents such as "affordability, reliability, product functionality and quality", emotional green brand experience contents such as "fantasy, pleasure, self-actualization, learning and aesthetics" respectively, has emerged. Therefore, it is thought that the study contains remarkable results in terms of both conceptual literature and practice.