Objective - The aim of the research is to determine whether experiential marketing practices have an effect on brand trust. Method - In order to determine the effect of experiential marketing practices on brand trust, a data collection tool consisting of three main dimensions was developed. In the first part of this data collection tool, there are multiple choice questions besides demographic variables. In the second part, the main dimension of perceived experiential marketing (sensory experiences, affective experiences, creative cognitive experiences, physical experiences, social-identity experiences) consists of 25 items and five dimensions. In the third part, there are questions about the perception of trust in the brand consisting of three items and one dimension. Within the scope of the research, frequency analysis was performed first. Afterwards, descriptive statistics were given with dimensions and items related to the scales used in the research. Finally, correlation and regression analyzes were performed and the study was completed. Findings- Results - According to the correlation analysis results, a positive and significant relationship was found between experiential marketing and brand confidence (r = 0.769). After correlation analysis, regression analysis was conducted to determine the level of perceived experiential marketing practices affecting the brand trust. The multiple regression model established for the Yurtiçi Kargo brand was generally significant. However, it was determined that sensory experience variable, which is one of the independent variables in the model, does not have a significant effect on the brand trust. On the other hand, there was an inverse relationship between affective experience, one of the independent variables, and brand trust. Discussion - Brands that can offer effective experiential marketing practices can differentiate themselves from other brands, create customer satisfaction and significantly affect the preferences of consumers. Therefore, in order to ensure that consumers trust the Yurtiçi Kargo brand, separate experiences should be designed and put into practice for all five dimensions of experiential marketing. While doing this, a unique approach should be adopted and customers should be involved in all processes.
experiential marketing, brand trust, customer satisfaction
|Author :||Murat ÇAKIRKAYA|
|Number of pages:||709-733|