The relationship between brand experience and consumer-based brand equity in grocerants

This study proposes a model that applies brand experience and customer-based equity (CBBE) to verify leading variables can increase loyalty in the fast-growing food service sector of “grocerants.” For empirical analysis, 384 foodservice consumers with using seven South Korean grocerants were surveyed. The identifies influence on perceived value through awareness, association/image, quality. demonstrates it is essential build CBBE incorporates sensory, affective, intellectual, behavioral factors customer sector.