Factor Analysis and Reliability
To concentrate the effect of variables in research dimensions, every research variables are operated
with factor analysis. The scales were submitted to exploratory factor analysis separately. The best fit of
the data was obtained with a principal component analysis with a varimax rotation. There are; twenty
items for brand experience, eight items for satisfaction, nine items for brand trust, and fourteen items for
brand loyalty. The factor loadings of brand experience, satisfaction, brand trust, and brand loyalty are
seen in Table 2. The four factors captured all of the variance with 23%, 19%, 16% and 13% of the
variance respectively