ANALYZING THE RELATIONSHIP BETWEEN ONLINE FASHION BRAND RECOGNITION, BRAND EXPERIENCE AND BRAND LOVE; A CASE STUDY: TURKIYE

Abstract

The relationship between brand experience, brand love, and online fashion recognition among Turkish consumers is examined in this thesis. The study uses a quantitative research approach and online surveys to gather information from a wide range of participants from all regions of TURKIYE. The target group for the study included English-speaking, fashion-savvy consumers in Türkiye who had previous contact with fashion brands. Due to a lack of resources, a sample of 400 respondents was chosen using non-probability sampling and an online survey, participants' judgments of recognition, brand experience, and brand love with regard to certain online fashion brands are assessed using validated scales and questionnaires. To investigate possible links and relationships between these variables, statistical studies, such as correlation and regression, are carried out. The study aims to shed light on the elements influencing Turkish consumers' emotional connections to online fashion businesses and how brand experience and brand recognition support the development of brand love. Employing advanced statistical analyses, the study seeks to unveil potential associations and interconnections among these variables. During the study period, the findings are anticipated to offer useful information for brand management and marketing strategies for online fashion, allowing firms to understand customer behavior better and fortify brand allegiance within Türkiye's rapidly evolving online fashion landscape. The study adds to the body of knowledge on consumer behavior and branding in the context of the Turkish fashion sector while acknowledging potential limits.