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Öğe The effect of brand experience and brand personality on consumer-brand relationships and impulsive buying behavior(İstanbul Bilgi Üniversitesi, 2021) Bayraktar, Ecem; Arıkan, EsraABSTRACT: The impulsive buying behavior of consumers is one of the widely studied concepts in the literature. However, very few studies have focused on how brand experience and brand personality are separately related to impulsive buying behavior and the relationship of the customers with the brand, including their satisfaction, loyalty, and trust. The primary objective of this research is to investigate the relationship between brand experience, brand personality, and customer satisfaction, loyalty and trust, while also focusing on how these factors turn into action by leading to impulsive buying behavior. In the scope of the present study, a total of 357 usable responses were collected via an online survey. Both sensory/affective and intellectual brand experience significantly affect the responsibility/active/aggressiveness brand personality dimension. Similarly, both sensory/affective and intellectual brand experience were found to have a significant effect on emotionality brand personality dimension. It is found out that both responsibility/active/aggressiveness and emotionality brand personality dimensions are significantly related to impulsive buying behavior. The two brand experience dimensions are found to be significantly related to satisfaction, trust and loyalty. Meanwhile, of the brand personality dimensions, only the emotionality dimension (but not responsibility/active/aggressiveness brand personality dimension) affects loyalty (but not satisfaction or trust).
