نوع مقاله : مقاله پژوهشی
1 استادیار، بازاریابی، گروه مدیریت بازرگانی، دانشکده مدیریت، دانشگاه تهران، تهران، ایران
2 دانشجوی دکتری، مدیریت بازاریابی، دانشکده مدیریت، دانشگاه تهران، تهران، ایران
عنوان مقاله [English]
Consumers seek unique and memorable experiences and their product choice is based more on the experience they have about that product. So, the main purpose of this study is exploring the way brand experience affects consumer's attitude and perceptions regarding brand reputation, brand attitude and consumer's mental involvement with fashion clothes and brand equity in a comprehensive model for clothes with different brands in Tehran. The statistical sample is 400 brand clothes' consumers in Tehran. Questionnaire was used for data clollection and structural equation modelling with partial least square approach was employed for data analysis and testing hypothesis. Findings show that brand experience directly influences brand reputation, brand attitude and brand equity. On the other hand, brand experience can have a positive and significant effect brand equity through brand reputation but it cannot affect brand equity positively through mediator variable of brand attitude. Moreover, the moderator variable of mental involvement with fashion clothes influence positively the role of brand experience in consumers' brand attitude and brand reputation has the most impact on brand equity and brand attitude respectively. Furthermore, the relationship between brand attitude and brand equity is direct and significant. Plus, brand reputation can affect brand equity significantly through brand attitude but moderator variable of involvement with fashion clothes cannot affect significantly the role of brand reputation in consumers' brand attitude. Finally, brand attitude is stronger predictor of brand equity than brand experience and brand reputation.