Affecting Factors of Consumers’ Intent to Buy in the Food Industry by Emphasizing Brand Experience (Case Study: Mashhad TABAROK Company)

Document Type : Research Paper


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 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.


Main Subjects

Ajzen, I. (1991). “The theory of planned behavior”. Organizational Behavior and Human Decision Processes, 50, 179–211.
Ajzen, I. & Fishbein, M. (1980). “Understanding attitudes and predicting social behavior”. Upper Saddle River, NJ: Prentice-Hall.
Alam, A.; Arshad, M.U. & Shabbir, S.A. (2013). “Brand credibility, customer loyalty and the role of religious orientation”, Asia Pacific Journal of Marketing and Logistics, 24(4), 583-598.
Albert, N. & Merunka, D. (2013). “The role of brand love in consumer-brand relationships”. Journal of Consumer Marketing, 3(3), 258-266.
Baek, Tae Hyun, & King, Whitehill. Karen, (2011). “Exploring the consequences of brand credibility in services”. Journal of Services Marketing, 25(4), 260-272.
Ben Azizian, M.H. (2010). The relationship between marketing mix strategies and customer loyalty, (M.A. thesis), University Ultara, Malaysia.
Bennett, A.R. (1997). “The five Vs – abuyer’s perspective of the marketing mix”. Marketing Intelligence & planning, 15(3), 151-156.
Brakus, J.; Schmitt, B.H. & Zarantonello, L. (2009). “Brand experience: what is it? How is it measured? Does it affect loyalty?”. Journal of Marketing, 73, 52-68.
Carroll, B.A. & Ahuvia, A.C. (2006). “Some antecedents and outcomes of brand love”. Marketing Let, 17(2), 79-90. Chang, H.H. & Chen, S.W. (2008). “The impact of online store environment cues on purchase intention”. Online Information Review, 32(6), 818-841.
Choi, Y.G.; Ok, C., & Hyun, S.S. (2011). “Evaluating relationships among brand experience, brand personality, brand prestige, brand relationship quality, and brand loyalty: an empirical study of coffeehouse brands”. Available at: scholarworks.umass, edu (accessed 6/9/2013).
Erdem, T. & Swait, J. (1998). “Brand equity as a signalling phenomenon”. Journal of Consumer Psychology, 7(2), 131-57.
Erdem, T. & Swait, J. (2004). “Brand credibility, brand consideration and choice”. Journal of Consumer Research, 31(1), 191-198.
Erdem, T.; Zhao, Y. & Valenzuela, A. (2004). “Performance of store brands: A cross-country analysis of consumer store-brand preferences, perceptions, and risk”. Journal of Marketing Research, 41(1), 86-100.
Ghandhary, M.; Khazaeipul, J.; Baharestan, Omid.; Jam Khaneh, H. & Kilashki, J. (2012). “Measuring the efficiency of brand equity by using SEM-DEF model (case study: vehicle brands in Isfahan)”. Commercial Management Journal, 3, 137 – 154.
Ghorban, S.Z. (2012). “Brand attitude, its antecedents and consequences, investigation into smartphone brands in Malaysia”. Journal of Business and Management, 2(3), 31-35.
Goldsmith, R. E. (1999). “The Personalised Marketplace: Beyond the 4Ps”. Marketing Intelligence & Planning, 14(4), 178-185.
Hang, Y.H. & Perks, H. (2005). “Effects of Consumer Perceptions of Brand Experience on The Web: brand Familiarity, Satisfaction and Brand Trust”. Journal of Consumer Behaviour, 4(6), 438-442.
Holehonnur, A.; Raymond, M.A.; Hopkins, C.D, & Fine, A.C. (2009). “Examining the customer equity perspective from a consumer perspective”. Journal of Brand Management, 17(3), 165-180.
Hulten, B. (2009). “Sensory marketing: the multi-sensory brand-experience concept”. European Business Review, 23(3), 256-273.
Iglesias, O.; Singh, J.J., & Foguet, J.M. B. (2011). “The role of brand experience and affective commitment in determining brand loyalty”. Journal of Brand Management, 18(8), 570-82.
Ivy, J. (2008). “A new higher education marketing mix: the 7ps for MBA marketing”. International Journal of educational management, 22(4), 288-299.
Johansson, A.; Mitsell, M. & Lindberg, S. (2012). Branding- A research measuring brand involvement and brand attitude and their effects on buying intention. (Bachelor’s Thesis), Linnaeus University, Sweden.
Kamaladevi, B, (2012). “Customer experience management in retailing”. Business Intelligence Journal, 3(1), 37-54.
Keller, k.L. (1993). “Conceptualizing, measuring and managing customer-based equity”. journal of Marketing, 57(1), 1-22.
Kim, J.y.; Morris, J.D. & Swait, J. (2008). “Antecedents of true brand loyalty”. Journal of Advertising, 37(2), 99-117.
Kim, S. & Pysarchik, D.T. (2000). “Predicting purchase intentions for uni-national and bi-national products”. International Journal of Retail & Distribution Management, 28(6), 280-91.
Leischnig, A.; Schwertfeger, M. & Geigenmüller, A (2011). “Shopping events, shopping enjoyment, and consumers’ attitude towards retail brands – An empirical examination”. Journal of Retailing and Consumer Service, 18(3), 218-223.
Martensen, A.; Gronholdt, L.; Bendtsen, L. & Jensen, M.J. (2007). “Application of a Model for the Effectiveness of Event Marketing”. Journal of advertising research, 47(3), 283-301.
Ortemeyer, G. & Huber, J. (1990). “Brand experience as a moderator of the negative impact of promotions”. Marketing Letters, 2(1), 35-45.
Pappu, R.; Quester, P.G. & Cooksey, R. W. (2005). “Consumer-based brand
equity: improving the measurement”. Journal of Product & Brand Management, 14(3), 143-154.
Schmitt, B. H. (2009). “The concept of brand experience”. Journal of Brand Management, 16(7), 417-419.
Shahin, A.; Zehir, C. & Kitapci, H. (2011). “The effects of brand experience, trust and satisfaction on building brand loyalty: an empirical research on global brands”. Procedia Social and Behavioural Sciences, 24, 1288-1301.
Shamim, A. & Butt, M.M. (2013). “A critical model of brand experience consequences”. Asia Pacific Journal of Marketing and Logistics, 25(1), 102-117.
Spears, N. & Singh, S.N. (2004). “Measuring attitude toward the brand and purchase intentions”. Journal of Current Issues and Research in Advertisement, 26(2), 53-66.
Spry, A.; Pappu, R. & Cornwell, T. B. (2011). “Celebrity endorsement, brand credibility and brand equity”. European Journal of Marketing, 45(6), 882-909.
Sweeney, J. & Swait, J. (2008). “The effects of brand credibility on customer loyalty”. Journal of Retailing and Consumer Services, 15(3), 179-193.
Tong, X. & Hawley, J.M. (2009). “Measuring customer-based brand equity: Empirical evidence from the sportswear market in China”. Journal of Product & Brand Management, 18(4), 262-271.
Ueacharoenkit, S. & Cohen, G. (2011). “Investigating the relationship of brand experience and loyalty: A study of luxury brand in Thailand”. European, Mediterranean & Middle Eastern Conference Information Systems, 30-31, 335-353.
Winter, R.S. (1986). “A reference price model of brand choice for frequently purchased products”. Journal of Consumer Research, 13, 250-256.
Wright, A.A. & Lynch, J.G. Jr. (1995). “Communication Effects of Advertising versus Direct Experience When both Search and Experience Attributes Are Present”. Journal of Consumer Research, 21, 708-718.
Zarantonello, L. & Schmitt, B. H. (2010). “Using the brand experience scale to profile consumers and predict consumer behavior”. Journal of Brand Management, 17(7), 532-540.