Özet:

Increasing competition between industries forces businesses to establish long-term relationships with consumers by creating a strong brand perception. Brands aim to create brand loyalty among consumers through long-term relationships. The determinants of brand loyalty such as innovation, experience and hedonic feelings are becoming more and more important for the success of marketing strategies of businesses. Accordingly, the purpose of the study is to examine the mediating effect of hedonic feelings in the relationship between perceived brand innovation, brand experience and brand loyalty. For this purpose, data were collected from 395 participants by using the survey method within the scope of convenience sampling. According to the research findings, it was determined that perceived brand innovativeness affected the brand experience, brand experience affected consumers' hedonic feelings and brand experience affected brand loyalty, positively and significantly. In addition, it was concluded that hedonic feelings have a partial mediating role in the effect of brand experience on brand loyalty. In this direction, innovative brands are expected to increase the tendency of consumers to be loyal to the brand providing positive hedonic feelings in consumers through successful brand experiences.

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