Forum: Investigating the impacts of brand experience and service quality

Azize Şahin, Hakan Kitapçi, Erkut Altindağ and Mehmet S. Gök

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.
Forum

Introduction

Although the relationship among brand experience (BE), service quality (SQ), brand trust (BT) and behavioural intention (BI) for a brand is complex, it is essential for brand managers to best develop their strategic objectives. Therefore, this study investigates the interaction among brand experience (BE), service quality (SQ), brand trust (BT) and behavioural intention (BI) for a brand. To this end, we develop a framework for ...

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