Özet:

The concept of brand loyalty is a subject of intense interest in the marketing literature. The aim of this study is to determine whether the consumers’ brand experience in GSM sector has an impact on their brand loyalty. The study consists of two main parts. In the literature section, which attempted to constitute the conceptual framework, the definitions of brand experience and brand loyalty are made and the importance of brand loyalty for buisnesses are emphasized. The hypotheses in order to test the effects of the factors of which brand experience is comprised within the conceptual framework on brand loyalty are analyzed by using a sample consisting of 446 participants who have had experiences with GSM opertors. The study results reveal that emotional, sensorial, cognitive and behavioral consumer experiences of GSM operators have significant impacts on both cognitive and emotional brand loyalty. It is seen that emotional, sensorial, cognitive and behavioral consumer experiences are effective on cognitive consumer loyalty; while emotional experiences have no statistically significant impact on behavioral loyalty. The conclusion section of the study presents proposals for business executives, marketers and marketing researchers along with the evaluation of mentioned impacts. Key Words: Brand Experience, Brand Loyalty, Young Consumers’, GSM Operators, Turkey.

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