چکیده:
The recognition and understanding of brand experience by consumers is critical to develop goods and services marketing strategies, since they can be used to predict consumer behaviour. The aim of the present study is to investigate the antecedents and consequences of brand experience in the food industry. Information on 400 customers of the Mashhad Tabarok Company was collected by a questionnaire. The collected data were analysed by SPSS and LISREL software packages. In the meantime, LISREL was used to do CFA and research model testing while SPSS was utilized to study the reliability and EFA. The findings indicate that all four marketing mix components have positive and significant impacts on brand experience, which has a positive and significant impact on brand attitude, brand credibility, and customer-based brand equity. Brand credibility has a positive and significant impact on brand attitude and customer-based brand equity, and customer-based brand equity and brand attitude have positive impacts on purchase intentions.
خلاصه ماشینی:
ir/ Vol. 8, No. 2, April 2015 Print ISSN: 2008-7055 pp: 243-263 Online ISSN: 2345-3745 Affecting Factors of Consumers’ Intent to Buy in the Food Industry by Emphasizing Brand Experience (Case Study: Mashhad TABAROK Company) Fatemeh Motahari Nejad, Saeid Samadi, Yasan Allah Pour Ashraf, Zeinab Tolabi Faculty of Management, University of Ilam, Iran (Received: 1 October, 2014; Revised: 7 January, 2015; Accepted: 11 January, 2015) Abstract The recognition and understanding of brand experience by consumers is critical to develop goods and services marketing strategies, since they can be used to predict consumer behaviour.
Marketing authors have emphasized the importance of the relationship between brand and consumers and have expressed it in such terms as brand experience, brand credibility, brand attitude, brand equity and so on (Albert & Merunka, 2013; Sahin et al.
884 4 Johansson, Mitsell & Lindberg (2012) Confirmatory factor analysis Before entering the step of testing the hypothesis and conceptual model, it is necessary to confirm the model for measuring exogenous (marketing mix) and endogenous variables (brand experience, customer-based brand equity, brand attitude, brand credibility and purchase intentions).
The results of hypotheses 9 & 10 indicate that brand credibility impacts upon brand attitude and customer-based brand equity positively and significantly.
Concerning the importance of brand experience in the present research model and its impact on brand equity, attitude and credibility, which play critical roles in consumers’ intent to buy, it is necessary that food industry managers and policymakers think about certain initiatives.