Making sense of brand: how customer experience leads to brand image and price premium?

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. © 2024 Inderscience Enterprises Ltd.