Influence of brand experience and its antecedents on customer-based brand equity for women's purchases of convenience and shopping products

In this research, a few "brand experience" management processes are suggested. The method represents modeling multi-level processes to build superior "customer-based brand equity". Development of "brand experience" is not a single task of brand management, but it is a process complete with its antecedents, elements, moderators, and outcomes. Although, the initial model for tablet chocolate and jean trousers are identical, analysis generates different processes. The process model for tablet chocolate is more detailed than the one for jean trousers. Perceived effect of advertising, product quality, "brand experience", "brand knowledge", and loyalty establish such models interchangeably. There are also moderating effects of "brand consciousness", generation, marital status, children status, and brand name; but not for every product. Accordingly with the product, management of "brand experience" appears to be more detailed with perceived effect of advertising and product quality as antecedents of relevant indicators of "brand experience" and "customer-based brand equity" process as an outcome of it. Research distinguishes among "brand experience" types and recommends the ones to be invested in. Research also indicates a link between operations and marketing management. Concluding interpretations include changing product type of tablet chocolate with a shift from convenience product and not over-considering price-quality threshold.