SavedAdd your journal

Journals / Mehmet Akif Ersoy Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi / 2026 / Volume: 13 Issue: 3

The Effect of Innovative Brand Experience and Brand Image on Brand Relationship Quality

Mustafa Polat(DUZCE UNIVERSITY)0000-0002-8023-4266
Yusuf Öcel(DÜZCE ÜNİVERSİTESİ)0000-0002-4555-7035
Pages
—
Publication Date
2026-09-30
🏛️Bibliographic metadata and full text access for this article are provided via DergiPark.
DergiPark Record ↗
✨

AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

These findings also contribute to the academic discourse on branding by combining large-scale textual data with robust statistical analysis.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:This paper summarizes the arguments and counterarguments within the scientific discussion on the issue of brand relationship quality, focusing particularly on the effects of innovative brand experience and brand image.
📊
Key Findings & Data:Data were collected from two sources: firstly, 119,232 user comments were extracted using text mining techniques from a popular online automotive forum (forum.hardwarehaber.com); secondly, a structured survey was administered to 1,161 automobile users.
💡
Conclusion & Impact:These findings also contribute to the academic discourse on branding by combining large-scale textual data with robust statistical analysis.
🔬Design:Survey & Empirical Study
📍Scope:Comprehensive Sample
⚙️Variables:Automotive Industry · Brand Management · Text Mining

Abstract

This paper summarizes the arguments and counterarguments within the scientific discussion on the issue of brand relationship quality, focusing particularly on the effects of innovative brand experience and brand image. The main purpose of the research is to examine how these two critical brand dimensions influence consumers' perceptions of and loyalty to automotive brands. Methodological tools of the research include text mining, content analysis, thematic coding, and statistical techniques such as factor analysis, correlation, and regression analysis. The objects of research are the perceptions of Turkish automobile users regarding both mass-market and luxury car brands, because these categories provide a diverse basis for assessing brand experience and image. Data were collected from two sources: firstly, 119,232 user comments were extracted using text mining techniques from a popular online automotive forum (forum.hardwarehaber.com); secondly, a structured survey was administered to 1,161 automobile users. The paper presents the results of the empirical analysis, which showed that both innovative brand experience and brand image have statistically significant effects on brand relationship quality. The research empirically confirms and theoretically proves that innovative attributes in brand communication and product features substantially enhance consumers’ emotional and relational bonds with brands. Moreover, the thematic analysis of user comments revealed specific brand characteristics that resonate most with users, especially those related to innovation, safety, and comfort. The results of the research can be useful for brand managers, marketing strategists, and academics aiming to strengthen brand-consumer relationships by focusing on innovation-driven experiences and consistent brand imagery. These findings also contribute to the academic discourse on branding by combining large-scale textual data with robust statistical analysis.

🔖

Cite This Article

Polat, M., Öcel, Y. (2026). The Effect of Innovative Brand Experience and Brand Image on Brand Relationship Quality. Mehmet Akif Ersoy Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, Volume: 13 Issue: 3. https://doi.org/10.30798/makuiibf.1762800

📄 Full Text PDF Viewer

📄

PDF görüntüleyici hazırlanıyor...

References (40)

  1. Aaker, D. (2007). Innovation: Brand it or lose it. California Management Review, 50(1), 8–24. https://doi.org/10.2307/41166414
  2. Aaker, J., Fournier, S., & Brasel, S. A. (2004). When good brands do bad. Journal of Consumer Research, 31(1), 1–16. https://doi.org/10.1086/383419
  3. Amoroso, S., Pattuglia, S., & Khan, I. (2021). Do millennials share similar perceptions of brand experience? A clusterization based on brand experience and other brand-related constructs: The case of Netflix. Journal of Marketing Analytics, 9, 33–43. https://doi.org/10.1057/s41270-021-00103-0
  4. Batra, R., & Ray, M. L. (1986). Affective responses mediating acceptance of advertising. Journal of Consumer Research, 13(2), 234–249. https://doi.org/10.1086/209063
  5. Bazeley, P., & Jackson, K. (2015). NVivo ile nitel veri analizi (A. Bakla & S. B. Demir, Trans.). Anı Yayıncılık.
  6. Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand experience: What is it? How is it measured? Does it affect loyalty? Journal of Marketing, 73(3), 52–68. https://doi.org/10.1509/jmkg.73.3.52
  7. Bowden, J., & Mirzaei, A. (2021). Consumer engagement within retail communication channels: An examination of online brand communities and digital content marketing initiatives. European Journal of Marketing, 55(5), 1411-1439. https://doi.org/10.1108/EJM-01-2018-0007
  8. Büyüköztürk, Ş. (2006). Sosyal bilimler için veri analizi el kitabı (24. Ed.). Pegem Akademi Yayıncılık.
  9. Chou, H. C., Hung, S. W., & Lu, W. M. (2022). Exploring competition efficiency of automobile brands: An extensional data envelopment analysis‐metafrontier framework. Managerial and Decision Economics, 43(1), 206–218. https://doi.org/10.1002/mde.3378
  10. Cleff, T., Lin, I. C., & Walter, N. (2014). Can you feel it? The effect of brand experience on brand equity. IUP Journal of Brand Management, 11(2), 7–27.
  11. Creswell, J. W., & Clark, V. P. (2007). Designing and conducting mixed methods research. Sage Publications.
  12. Creswell, J. W., Plano Clark, V. L., Gutmann, M. L., & Hanson, W. E. (2003). Advanced mixed methods research designs. In A. Tashakkori & C. B. Teddlie (Eds.), Handbook of mixed methods in social and behavioral research (pp. 209–240). Sage Publications.
  13. Crosby, L. A., Evans, K. R., & Cowles, D. (1990). Relationship quality in services selling: An interpersonal influence perspective. Journal of Marketing, 54(3), 68–81. https://doi.org/10.2307/1251817
  14. Davis, D. F., Golicic, S. L., & Marquardt, A. (2009). Measuring brand equity for logistics services. The International Journal of Logistics Management, 20(2), 201–212. https://doi.org/10.1108/09574090910981297
  15. de Vries, L., Peluso, A. M., Romani, S., Leeflang, P. S., & Marcati, A. (2017). Explaining consumer brand-related activities on social media: An investigation of the different roles of self-expression and socializing motivations. Computers in Human Behavior, 75, 272–282. https://doi.org/10.1016/j.chb.2017.05.016
  16. Doyle, P. (2008). Value-based marketing: Marketing strategies for corporate growth and shareholder value. John Wiley & Sons.
  17. Fournier, S. (1998). Consumers and their brands: Developing relationship theory in consumer research. Journal of Consumer Research, 24(4), 343–373. https://doi.org/10.1086/209515
  18. Gardner, B. B., & Levy, S. J. (1955). The product and the brand. Harvard Business Review, 33(2), 33–39.
  19. Gliem, J. A., & Gliem, R. R. (2003, October 8–10). Calculating, interpreting, and reporting Cronbach’s alpha reliability coefficient for Likert-type scales. Paper presented at the Midwest Research-to-Practice Conference in Adult, Continuing, and Community Education, Columbus, OH.
  20. Hendon, D. W., & Williams, E. L. (1985). Winning the battle for your customer. Journal of Consumer Marketing, 2(4), 65–75. https://doi.org/10.1108/eb008147
  21. Holbrook, M. B., Chestnut, R. W., Oliva, T. A., & Greenleaf, E. A. (1984). Play as a consumption experience: The roles of emotions, performance, and personality in the enjoyment of games. Journal of Consumer Research, 11(2), 728–739. https://doi.org/10.1086/209009
  22. Humphreys, A., & Wang, R. J. H. (2020). Automated text analysis for consumer research. Journal of Consumer Research, 47(1), 1–24. https://doi.org/10.1093/jcr/ucx104
  23. Papista, E., & Dimitriadis, S. (2019). Consumer–green brand relationships: Revisiting benefits, relationship quality and outcomes. Journal of Product & Brand Management, 28(2), 166-187. https://doi.org/10.1108/JPBM-09-2016-1316
  24. Johnson, R. B., & Onwuegbuzie, A. J. (2006). Mixed-methods research: A research paradigm whose time has come. In A. Bryman (Ed.), Mixed-methods (Vol. 2, pp. 3–24). Sage Publications. https://doi.org/10.3102/0013189X033007014
  25. Khan, I., Hollebeek, L. D., Fatma, M., Islam, J. U., & Riivits-Arkonsuo, I. (2020). Customer experience and commitment in retailing: Does customer age matter?. Journal of Retailing and Consumer Services, 57, 102219. https://doi.org/10.1016/j.jretconser.2020.102219
  26. Kim, H. K., Lee, M., & Lee, Y. W. (2005). Developing a scale for measuring brand relationship quality. Asia Pacific Advances in Consumer Research, 6(1), 118–126. Kotler, P. (2005). Principles of marketing. Pearson Publishing.
  27. Kumar, N., Sheer, L. K., & Steenkamp, J.-B. E. M. (1995). The effects of supplier fairness on vulnerable resellers. Journal of Marketing Research, 32(1), 54–65. https://doi.org/10.1177/002224379503200105
  28. Lee, H. J., & Kang, M. S. (2012). The effect of brand experience on brand relationship quality. Academy of Marketing Studies Journal, 16(1), 87-98.
  29. Lin, Y. H. (2015). Innovative brand experience's influence on brand equity and brand satisfaction. Journal of Business Research, 68(11), 2254-2259. https://doi.org/10.1016/j.jbusres.2015.06.007
  30. Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology, 216–217. USA: The Massachusetts Institute of Technology.
  31. Morrison, S., & Crane, F. G. (2007). Building the service brand by creating and managing an emotional brand experience. Journal of Brand Management, 14, 410-421. https://doi.org/10.1057/palgrave.bm.2550080
  32. Newman, J. W. (1957). Motivation research and marketing management. Harvard Business Review. Rageh, A., Melewar, T. C., & Woodside, A. (2013). Using netnography research method to reveal the underlying dimensions of the customer/tourist experience. Qualitative Market Research: An International Journal, 16(2), 126–149. https://doi.org/10.1108/13522751311317558
  33. Sirgy, M. J. (1985). Using self-congruity and ideal congruity to predict purchase motivation. Journal of Business Research, 13(3), 195–206. https://doi.org/10.1016/0148-2963(85)90026-8
  34. Schmitt, B. (1999). Experiential marketing: A new framework for design and communications. Design Management Journal (Former Series), 10(2), 10-16. https://doi.org/10.1111/j.1948-7169.1999.tb00247.x
  35. Türkiye İstatistik Kurumu. (2026). Motorlu kara taşıtları, Ocak 2026. https://data.tuik.gov.tr/Bulten/Index?p=MotorluKara-Tasitlari-Ekim-2023-49430
  36. Uludağ İthalatçılar Derneği. (2026). Uludağ Otomotiv Endüstrisi İhracatçıları Birliği. https://uib.org.tr/tr/birliklerimiz-uludag-otomotiv-endustrisi-ihracatcilari-birligi-oib-hakkinda
  37. Westbrook, R. A. (1987). Product/consumption-based affective responses and postpurchase processes. Journal of Marketing Research, 24(3), 258–270. https://doi.org/10.1177/002224378702400302
  38. Xie, D. D. H., & Heung, V. C. S. (2009). The effects of brand relationship quality on hotel consumers’ responses to service failure. International Journal of Business Research, 10(4), 120–125.
  39. Yao, J., Wang, X., & Liu, Z. (2013). Brand management innovation: A construction of brand experience identification system. Journal of Applied Sciences, 13(21), 4477–4482. https://doi.org/10.3923/jas.2013.4477.4482
  40. Zarantonello L., & Schmitt, B. H. (2010). Using the brand experience scale to profile consumers and predict consumer behaviour. Journal of Brand Management, 17, 532-540. https://doi.org/10.1057/bm.2010.4