• COFFEE SHOPS IN TURKEY: ANALYZING THE RELATIONSHIP BETWEEN BRAND EXPERIENCE, PERCEIVED QUALITY AND BRAND LOVE

MARJILA YUSUFZAI and ILKAY KARADUMAN

Abstract:
There seems to be lack of mutual perception of what makes shoppers choose a brand. The brand love may be a set of sentiments, sensations, cognitions and practices that are correlated with brand-related jolts. Different studies assessed the impact of various variables on brand love where perceived quality and brand experience as well as some other factors have shown to affect brand love. On the other hand, brand experience and perceived quality are defined through different sub-variables. There are indicators for each variable that they can be defined through. Questioning the correlation between these indicators and brand love, is the path to understand the existing relation of main factors and the nature of it. Restaurant and dinning industry has long been known among significant fields in Turkey. The study investigates aspects of brand love in chain restaurants in Turkey that can be main indicator of why some are successful and others fail to sustain love among current and prospective customers. Chain restaurants generally, deal with different social and cultural levels and it sounds important to understand how customers can love the whole experience of dining in any specific restaurant. Through collecting data of 320 individuals in Istanbul, we figured out that brand experience is positively correlated with brand love. In case of perceived quality, four underlined variables were positively correlated with brand love however, as tangibles did not reveal any relation, we could not maintain relationship between them. Validity, reliability and regression analysis has been employed to analyze data using the Excel and SPSS as data analysis tools.