An application on the effect of brand experience of X, Y and Z generations on brand trust

The markets have reached the satisfaction point thanks to the increasing alternatives of consumers and the ease of access to products in the market due to globalization and technological developments. This situation forces brands to be separated from their competitors in order to increase the competition between brands and to maintain their existence. This separation can occur through situations that are easy to imitate, such as products or services, or through the design of abstract processes with longer effects such as experience, trust. Considering that the preference of brands that can understand the demands and needs of the market and provide instant and accurate answers to them will increase in this intense competitive environment, to know the generations and their characteristics designing processes in accordance with these will create a different place for brands in the mind of consumers and provide a profitable business environment in the long term. Based on this information, the subject of the research is the effect of brand experience on brand trust in the X, Y and Z generations. The Getir brand was preferred inasmuch it is a new brand in the market. In the study conducted with the participation of 581 people through an online survey, analyzes were conducted with participants in the X, Y and Z generation age groups, and it was concluded that the brand experience had a significant effect on brand trust. In addition, it was concluded that the concepts of brand experience and brand trust did not differ in terms of the participants in the X, Y and Z generations and that generations did not play a significant role in the affect on brand experience on brand trust. In addition, it was concluded that the concepts of brand experience and brand trust did not differ in terms of the participants in the X, Y and Z generations and that generations did not play a significant role in the affect on brand experience on brand trust. Key Words: Genaration X, Generation Y, Generation Z, Brand Experience, Brand Trust, Experiential Marketing