Öneri Dergisi 1300-0845 2147-5377 Marmara Üniversitesi 10.14783/maruoneri.732562 THE IMPACT OF BRAND EXPERIENCE ON BRAND IMAGE AND BRAND LOYALTY: THE MEDIATION ROLE OF BRAND IMAGE MARKA DENEYİMİNİN MARKA İMAJI VE MARKA SADAKATİNE ETKİSİ: MARKA İMAJININ ARACILIK ROLÜ https://orcid.org/0000-0001-6266-0379 Sekmen Buket KoçSistem https://orcid.org/0000-0003-1665-348X Arslan F. Müge MARMARA ÜNİVERSİTESİ 01 30 2021 16 55 221 249 05 05 2020 08 24 2020 Copyright © 1994, Öneri Dergisi 1994 Öneri Dergisi

Along with experience economy, brand experience has become a popular concept in the past few years. Nowadays it is a well known fact that consumers buy products not only for their utilitarian benefits but also forthe unique experiences they gain from them. Taken the importance of brand experience, it was determined that studies that directly test the effect of brand experience on brand image is highly limited. Hence, the aim of the study is to assess the effect of brand experience on brand image and brand loyalty and also to test the mediation effect of brand image on the relationship between brand experience and brand loyalty. Using convenience sampling and online survey, a total of 203 usable surveys were collected from Zara brand consumers. The results of the study show that brand experience has significant effects on brand image and brand loyalty and also brand image fully mediates the relationship between brand experience and brand loyalty.

Deneyim ekonomisi ile birlikte marka deneyimi kavramı son yıllarda oldukça popüler hale gelmiştir. Tüketicilerin günümüzde ürünleri artık sadece sağladıkları fonksiyonel faydalar için değil, daha çok elde edecekleri eşsiz deneyimler için satın aldıkları bilinmektedir. Marka deneyiminin bu kadar önemli olduğu günümüzde marka deneyiminin marka imajına etkisiyle ilgili çok kısıtılı sayıda çalışma bulunması bu çalışmanın amacını belirlemiştir. Çalışmanın amacı marka deneyiminin marka imajı ve marka sadakati üzerindeki etkisinin incelenmesi ve marka deneyiminin marka sadakatine etkisinde marka imajının aracılık rolünün test edilmesidir. Kolayda örnekleme yöntemi ile çevrimiçi anket kullanılarak Zara markası tüketicilerinden toplam 203 kullanılabilir anket elde edilmiştir. Elde edilen sonuçlara göre marka deneyiminin marka imajı ve marka sadakati üzerinde anlamlı etkilerinin bulunduğu, ayrıca marka deneyiminin marka sadakatine etkisinde marka imajının tam aracılık rolünün bulunduğu tespit edilmiştir.

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