Relationships Between Brand Experience, Customer Satisfaction, Brand Love and Brand Loyalty: Airline Flight Service Application.

Nowadays, when consumers make their choice of product or brand, they take into account their experiences such as brand, packaging, and design as well as product characteristics. Experience is an important variable in building brand loyalty and satisfaction. Another variable based on experience is brand love. Therefore, the main purpose of this study is to determine the relationship between consumers' brand experience, brand love, satisfaction, and brand loyalty. For this purpose, a survey was conducted on consumers with the experience of airline travel, and the 351-person sampling descriptive statistics, confirmatory factor analysis, and path analysis were applied. SPSS21 and Lisrel 8.7 programs were used in the analysis of the data. In the study, it was concluded that there is a positive and significant relationshi between brand experiences of consumers regarding airline flight service and brand love and customer satisfaction, and similarly, the same relationship is between brand love and customer satisfaction and brand loyalty. [ABSTRACT FROM AUTHOR]