Investigating the Impacts of Brand Experience and Service Quality

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...