The Effect of brand experience on special Value of Brand based on Consumer and intention to purchase

Authors

  • Mirza Hassan Hosseini
  • Fahimeh Asgari
  • Atena Shoghi

DOI:

https://doi.org/10.9756/IAJBM/V6I1/1910020

Keywords:

brand experience, brand attitude, brand credibility, intention to purchase, CBBE

Abstract

The companies found that continuous success is obtained by establishing and maintain competitive
advantage than rivals. One of the fields in which companies can discriminate their products and services
is brand. The present research is applied from aim point of view and it is descriptive from collecting data
and it is structural equation modelling. The statistical population consists of consumers who use different
brands of cell phone. Sample of volume was 400 people and information were collected by questionnaire
and analysed by SPSS12, AMOS20 software. The results showed that brand experience influences on
brand validity and brand attitude. Also, brand validity influences on brand attitude and CBBE and finally,
brand attitude has positive and significant effect on intention to purchase.

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Published

2019-06-18

Issue

Vol. 6 No. 1 (2019)

Section

Articles

How to Cite

Hosseini, M. H., Asgari, F., & Shoghi, A. (2019). The Effect of brand experience on special Value of Brand based on Consumer and intention to purchase. International Academic Journal of Business Management, 6(1), 182-190. https://doi.org/10.9756/IAJBM/V6I1/1910020