The relationship between brand experience and consumer-based brand equity in grocerants

Hyeon Mo Jeon and Se Ran Yoo ()
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Hyeon Mo Jeon: Dongguk University-Gyeongju
Se Ran Yoo: Kyung Hee University

Service Business, 2021, vol. 15, issue 2, No 7, 369-389

Abstract: Abstract This study proposes a model that applies brand experience and customer-based brand equity (CBBE) to verify leading variables that can increase brand loyalty in the fast-growing food service sector of “grocerants.” For the empirical analysis, 384 foodservice consumers with experience of using seven South Korean grocerants were surveyed. The study identifies the influence of brand experience on perceived value and brand loyalty through brand awareness, brand association/image, and perceived quality. The study demonstrates that it is essential to build a CBBE that incorporates sensory, affective, intellectual, and behavioral factors to increase customer brand loyalty in the grocerants sector.

Keywords: Grocerant; Brand experience; Consumer-based brand equity; Foodservice consumer (search for similar items in EconPapers)
Date: 2021
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Citations: View citations in EconPapers (8)

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DOI: 10.1007/s11628-021-00439-8

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