Abstract:
Fashion is a fast-growing industry with the latest trends being introduced
every month or even every day. Brand experience practices provide an opportunity to
build long-term relationships between consumers and brands. Numerous studies have
shown that brand experience has a positive impact on brand loyalty, through the
quality of the relationship with the brand. Within this relationship, brand trust was
shown to motivate customers to make regular purchases, while brand love was
shown to positively impact customer‟s repurchase intentions as well as brand loyalty.
Thus, the purpose of this research is to examine the impact of brand experience on
brand trust and brand love in the fashion industry in Turkey, possibly suggesting
solutions to increase both loyalty and purchases. This study is a cross sectional
correlational study, conducted over a sample of 400 participants, surveyed online,
using a valid and reliable questionnaire to consequently measure Brand Experience,
Brand Love and Brand Trust. The results showed a significant positive correlation
between Brand Experience and Brand Trust, as well as another significant positive
correlation between Brand Experience and Brand Love. Thus, the results indicated
that Brand Experience has a significant role in Brand Trust and Brand Love.
