Investigating the Relationship Between Brand Experience Dimensions and Brand Resonance through two Different Brands Selected from the Cosmetics and Food Sectors

Bora Gündüzyeli

In today's global competitive environment, where the functional benefits of products and services converge, the concept of experience has become increasingly important for brands in creating customer loyalty. In the present study, the effects of sensory, affective, behavioral and intellectual dimensions of brand experience on brand resonance, which represents a high level of active loyalty and interaction in the brandcustomer relationship, were examined through two brands selected from two different sectors. The research was carried out using the survey method by reaching a total of 465 people ...Daha fazlası