Effects of brand experience antecedents on brand experience and resonance: Empirical evidence from the favorite fast food brands

Mohamed, Rozita Naina; Musa, Ramli; Muda, Mazzini; Hamzah, Humairah

doi:10.1109/chuser.2011.6163833

Cited by 2 publications

(2 citation statements)

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“…With regard to Brand Experience, previous research has found that restaurant customers associate it with food quality, interaction and price equity (Ali et al, 2016;Jin et al, 2012;Ong et al, 2018), which can influence a future visit (Mohamed & Musa, 2012) and generate a sense of affection and commitment to a brand (Brakus et al, 2009).…”

Section: Introductionmentioning

confidence: 99%

“…Within the restaurant sector, brand experience is crucial for consumers and is directly related to the future decision to return to the same establishment (Mohamed & Musa, 2012), the recommendation of the establishment or the generation of word of mouth (Schmitt et al, 2015). Cleanliness is also known to be a variable that can influence the quality of the service received and the customer experience (Barber & Scarcelli, 2010;Bienstock et al, 2003;Liu et al, 2017;Lockyer, 2003).…”

Section: Introductionmentioning

confidence: 99%

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Brand equity and Cleanliness regarding Brand Experience, Consumer Well-being and Customer Satisfaction within the restaurant sector

Lodeiros-Zubiria

Flores-Silva

Tuesta-Panduro

2022

ICTR

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This study was conducted with the aim of finding the relationships between the variables Cleanliness (CLL) and Brand Equity (BEQ) in relation to Brand Experience (BE), Customer Well-Being (CWB) and Customer Satisfaction (CS) within the restaurant sector. The study population consisted of people who have eaten on the premises in restaurants in Peru during the last six months of the year 2021. The sample consisted of 416 people. A PLS-SEM analysis was used using SmartPLS 3 software in order to respond to the hypotheses set out in the study. The results allowed all the hypotheses to be tested, highlighting the confirmation of the influence of Cleanliness and Brand Equity on Customer Well-being in building Brand Experience and Customer Satisfaction in the restaurant sector.

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