Brand experience and brand attitude: examining a credibility-based mechanism

Purpose The purpose of this paper is to examine the interplay of brand experience and brand attitude and its influence on brand attitude. Specifically, it proposes that the relationship will be mediated by brand credibility. Design/methodology/approach The conceptual model is tested by estimating a structural equation model with survey data from a sample of new automobile users ( n =405). Findings The analysis reveals a full mediation of brand...