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

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.

Marketing Mix, brand experience, Customer-based brand equity, brand attitude, Brand credibility