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

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  • Hyeon Mo Jeon

    (Dongguk University-Gyeongju)

  • Se Ran Yoo

    (Kyung Hee University)

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.

Suggested Citation

  • Hyeon Mo Jeon & Se Ran Yoo, 2021. "The relationship between brand experience and consumer-based brand equity in grocerants," Service Business, Springer;Pan-Pacific Business Association, vol. 15(2), pages 369-389, June.
    • Handle: RePEc:spr:svcbiz:v:15:y:2021:i:2:d:10.1007_s11628-021-00439-8
    DOI: 10.1007/s11628-021-00439-8
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    5. Jun-Ho Bae & Hyeon-Mo Jeon, 2022. "Exploring the Relationships among Brand Experience, Perceived Product Quality, Hedonic Value, Utilitarian Value, and Brand Loyalty in Unmanned Coffee Shops during the COVID-19 Pandemic," Sustainability, MDPI, vol. 14(18), pages 1-16, September.

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