THE EFFECT OF BRAND EXPERIENCE ON CONSUMER LOYALTY IN GLOBAL BRANDS: BRAND RESEARCH
THE EFFECT OF BRAND EXPERIENCE ON CONSUMER LOYALTY IN GLOBAL BRANDS: BRAND RESEARCH

Summary/Abstract: The main purpose of this research is to examine the mediating role of brand satisfaction in the relationship between brand experience and brand loyalty. Similar studies have been carried out in many countries, especially in Turkey. This research is important for Azerbaijan as it was conducted for the first time in Azerbaijan, a developing country. It is also important because it will contribute to the literature of research conducted in other countries in this field. A questionnaire was prepared for the research. The subjects using the sales stores in shopping centers operating in Azerbaijan and global textile brands were chosen as the target audience. A questionnaire form was sent to these people by e-mail and they were asked to respond. The questionnaire was arranged in Google Forms and the data obtained were analyzed with the SPSS program. Survey consisting of demographic questions, general shopping questions and 26 questions covering 3 dimensions. Dimensions were determined as brand experience, brand satisfaction, and brand loyalty. Sample management was easily selected, and participants were reached. This questionnaire was filled online during the Covid-19 process. Large sample numbers could not be reached due to the Covid-19 pandemic. 171 participants living in Azerbaijan responded to this research.

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