Abstract:

Brand researchers seek to understand how consumers evaluate brands and respond to brand practices. This quest stems from the fact that experiences have a significant impact on consumer behavior. As a marketing strategy, businesses tend to focus on experiences with brands to acquire customers. Because these experiences affect consumers socially, sensory and behaviorally. Brand experience, which is consumers' perception of their experiences with the brand, can influence behavioral intention. Brand experience provides businesses with many opportunities to use customer-brand interaction for an enjoyable experience for their customers. Experience with a brand has more impact than product features and benefits, and brand experience is considered an important strategic factor in establishing long-term consumer-brand relationships. For this reason, the value created by the brand experience can affect behavioral intention, leading to repeat visits, recommendations and more payments, either positively or negatively. Therefore, managing the brand experience by better understanding consumer needs will enable businesses to gain some strategic advantages. This study aims to examine the effect of consumers' brand experience on behavioral intention. "Convenience sampling" method was used as the sampling method in the research. Data was collected from restaurant customers using survey technique. Smart PLS 4 statistical program was used to test the hypotheses in the study. As a result of the tests, it was seen that the sensory, emotional, behavioral and intellectual experience, which are brand experience dimensions, positively affected the behavioral intention dimensions (revisit, recommendation, more payment). However, it was determined that the hypotheses that intellectual experience positively affects recommendation and intention to pay more were not supported.

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