(Establishing Customer-Brand Relationships through Brand Experience)

Abstract

Purpose – The present study aims to determine the effects of brand experience dimensions on consumer-brand relationships in product and service brands (mobile phone and mobile service providers) for consumers. Design/methodology/approach – The study was conducted between October-November 2019 in two different shopping centers in the central district of Antalya. Questionnaire method was used as the data collection method and a total of 400 questionnaires were obtained. Findings – According to the obtained results, it was determined that brand experience dimensions have direct and positive effects on the two components of consumer-brand relationship (two-way communication and emotional change) in product and service brand categories and the research hypotheses were accepted. Discussion – The results were discussed by empirically examining the brand experience dimensions and consumer-brand relationships in product and service brands for consumers.