Abstract:

The unique sensation of the experience offered to the consumer has become one of the most important features that make it possible for a brand to be clearly distinguished from its competitors. It is important to know whether the experience offered by brands triggers a sense of loyalty in the consumer and to determine whether brand love and brand confidence play a role in this effect. This research was conducted in Turkey with the aim of revealing the role of brand trust and brand love in the impact of the brand experiences they gain in the gas stations of individuals living and owners of vehicles. The survey form prepared in accordance with the purpose of the research has been applied to 406 individuals on the basis of the voluntary principle by the easy-to-use sample method online. The study first carried out a reliability analysis, then a factor analysis was carried out to test the validity of the factor structure to the scales of the participants’ brand experience, brand loyalty, brand confidence and brand love. In the impact of brand experience on brand loyalty, regression analysis has been applied to determine the role of brand confidence and brand love in mediation. The results of the analysis have found that the impact of brand experience on brand loyalty is the part of brand confidence and brand love.

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