Investigating the Impacts of Brand Experience and Service Quality

Abstract

This study examines the impacts of brand experience (BE) and service quality (SQ) on behavioural intentions (BI) via brand trust (BT) by developing an empirical model, building on recent advances in service quality and assessing relationships between brand experience, service quality and brand trust. Building consumers' BI is an important strategic objective for all product managers. This study proposes multiple mediation models to analyse the relationships between the constructs, and analyses survey data using partial least squares structural equations to explore how these elements can be modelled. Results show, in line with previous literature, that BE and SQ indirectly affect BI through BT. Further, BT is effective in building BI, and has a mediating effect on the relationships among BE, SQ and BI. The study found new theoretical insights that highlight the importance of the focusing on high SQ levels.