Özet:

In an area where consumer preferences are constantly changing, consumer retention strategies of brands are changing and diverse. Make consumer re-purchases a preferred product is a process closely related to creating brand loyalty. However, creating brand loyalty can be achieved by combining multiple components. In this regard, the way the quality is perceived and the importance of the experience that brands provide to their consumers with the purchase is remarkable. It is important to know whether the consumer, who began to use brands as a means of expressing himself, has developed a sense of loyalty towards the brands he identifies with, and the effect of this loyalty on purchasing. In this study, it has been investigated whether the perception of quality and consumer-brand identification has an impact on brand experience, and the effect of perceived quality, consumer-brand identification and brand experience on brand loyalty and it has been tried to investigate whether the brand experience and brand loyalty have an effect on the intention to repurchase. These factors have positive effects on each other, brand experience is affected by perceived quality and consumer-brand identification and it has been demonstrated that perceived quality, consumer-brand identification and brand experience create brand loyalty and brand loyalty and brand experience create intention to repurchase.

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