The Impact of Brand Experience on Brand Engagement with Meditating Role of Brand Love and Brand Trust

The present study aims to investigate the impact of brand experience on engagement with mediating role love and trust. Within literature, there have been a select few studies that focused these factors in case Bank Melli Iran. To this end, approach was utilized which 384 customers Iran Sari (both male female) were selected based available non-random sampling method formula Cochran participate study. Data collection library field type. In method, we used standard questionnaire. evaluate validity while using content validity, structural (convergent, divergent composite reliability) also used. reliability questionnaire assessed by Cronbach's alpha test. results convergent, showed good fit measurement models, each variable. After ensuring research questionnaire, final data performed analyzed equation modeling under partial least squares (PLS). Finally, experience, both directly indirectly, mediated trust, has positive effect engagement.