"Evaluate the sensory brand experience on brand equity based on customer emotional commitment and customer satisfaction"

The purpose of the current study was to examine the effect of sensory brand experience on brand equity with the mediating role of customer affective commitment. This research is applied in terms of purpose which employs survey data as research method. The statistical population of this study was the customers of Bank Saderat Iran(BSI) in Ghaemshahr city. The sample size was determined to be۳۸۴ people using Krejcie-Morgan table. For the purposes of this study, convenience sampling method was used. The research questionnaire was adopted from of Iglesias et al.(۲۰۱۸) which has ۱۶ items. Cronbach's alpha was used to estimate the reliability coefficient, which shows that all coefficients are above ۰.۷. the SmartPLS۲.۰ was employed in this study to test the structural equation modeling and to analyze the data. The moderating role of employee empathy on the relationship between brand sensory experience and brand emotional commitment was approved in this study.

کلیدواژه ها:

brand experience ، brand equity ، customer feeling ، customer satisfaction