A study on the effect of brand experience on consumer purchase experiences: A case study of food industry

Branding in food industry has been a major concern among food suppliers. During the past few years, there have been strong competitions among business developers to gain market share through increasing the value of their brand. In this paper, we present an empirical investigation to learn more about the relationship between brand experiences on consumer purchase experiences. The study selects a sample of 206 people who are regular customers of two well-known suppliers, Shahrvand and Hyperstar, in city of Tehran, Iran. Using structural equation modeling, the study examines six hypotheses and the results confirm that an increase on brand loyalty, brand attribute, pricing factors, product performance attributes, brand associate and brand position will increase purchasing intention, significantly.