Affecting Factors of Consumers’ Intent to Buy in the Food Industry by Emphasizing Brand Experience (Case Study: Mashhad TABAROK Company)
Publish place: Iranian Journal of Management Studies، Vol: 8، Issue: 2
Publish Year: 1394
نوع سند: مقاله ژورنالی
زبان: English
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شناسه ملی سند علمی:
JR_JIJMS-8-2_005
تاریخ نمایه سازی: 7 شهریور 1402
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. The aim of the present study is to investigate the antecedents and consequences of brand experience in the food industry. Information on ۴۰۰ 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.
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Authors
فاطمه مطهری نژاد
Faculty of Management, University of Ilam, Iran
سعید صمدی
Faculty of Management, University of Ilam, Iran
یاسان الله پوراشرف
Faculty of Management, University of Ilam, Iran
زینب طولابی
Faculty of Management, University of Ilam, Iran
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