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The purpose of this study is to examine whether brand love has a mediating effect on the relationship between brand experience and brand equity. The research data were obtained from 503 participants between the ages of 18-24 in Istanbul. Face-to-face survey technique was used as a data collection method, quota sampling and convenience sampling methods were preferred as the sampling method. The collected data were tested using exploratory factor analysis, confirmatory factor analysis anddoi:10.15295/bmij.v9i2.1809 fatcat:kdu3bbspebckvlz7fbulkm255u