A critical model of brand experience consequences

Purpose – The purpose of this paper is to explore the direct and indirect influence of brand experience on a customer's brand attitude, brand credibility and customer-based brand equity. Design/methodology/approach Design/methodology/approach – The data were collected from 400 users of mobile hand sets, using convenience sampling technique. Data were analysed using structural equation modelling procedure to test the proposed relationships in the model. Findings Findings – The results indicate that the data were a good fit to the proposed model. All the paths in the model remained statistically significant. Although, Chi square test was not significant (6.10, df, 2, p Research limitations/implications – This research investigates the proposed model for a single product category. Future researchers can test the model for other product and service categories. Also, this research only explores the three most critical outcomes of brand experience; however future researchers can incorporate satisfaction, loyalty and commitment as the possible outcome of brand experience. Practical implications – This study demonstrates that brand experience can directly and indirectly influence some of the most important concepts in branding literature. This model will help managers to understand how investments in different aspects of branding process lead towards brand differentiation. Originality/value – This research is the first of its type that incorporates brand credibility, attitude and equity as the consequences of brand experience in a single causal model.