Making sense of brand: how customer experience leads to brand image and price premium? Online publication date: Wed, 28-Aug-2024
by Effat Sadat Mahboobi Renani; Seyed Fathollah Amiri Aghdaie; Majid Mohammad Shafiee
International Journal of Business Excellence (IJBEX), Vol. 33, No. 4, 2024
Abstract: This research aims to examine the effect of customer experience on brand image and price premium among home appliance customers. Data were collected from 400 participants by cluster sampling method from selected stores of Iran. Respondents were purchasers of home appliance brands. For data collection, we used a questionnaire, which contained verified items on key research variables, i.e., customer experience, brand image and price premium. Factor analysis and structural equation modelling were applied to test the hypotheses. The results indicated that customer experience has a significant effect on price premium and brand image. Meanwhile, brand image plays a mediating role between customer experience and price premium. Our findings offer several contributions to the existing body of knowledge on the relationship between brand and consumer behaviour. This research allows academics to explain better the impact of customer experience on brand image and intention to pay higher prices for the brand.
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