ANALYZING THE RELATIONSHIP BETWEEN ONLINE FASHION BRAND RECOGNITION, BRAND EXPERIENCE AND BRAND LOVE

Authors : Hajar Karrit

Pages : 121-135

View : 165 | Download : 152

Publication Date : 2023-10-15

Article Type : Research Paper

Abstract :This study delves into the intricate dynamics that define the relationship between online fashion brand recognition, brand experience, and brand love within the unique context of Turkey. Employing a quantitative research design, the study gathers data through online surveys from diverse participants hailing from various regions of Türkiye. By employing validated measurement scales and questionnaires, the research scrutinizes the perceptions of participants regarding brand recognition, brand experience, and brand love concerning distinct online fashion brands. 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. The findings are poised to contribute pivotal insights to fashion brand management and marketing strategies, thereby deepening the comprehension of consumer behavior and fortifying brand allegiance within Türkiye 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.
Keywords : Marka, Çevrimiçi Moda marka tanıma, marka deneyimi, marka aşkı

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