The effect of brand reputation on brand experience outcomes: a case study of Bank Melli Iran

Document Type : Original Article

Authors

1 Department of Management, Faculty of Administrative Sciences and Economics, University of Isfahan, Isfahan, Iran

2 Department of Management, University of Isfahan

3 Department of Management, Faculty of Administrative Sciences and Economics, University of Isfahan, Isfahan

4 Department of Management, Faculty of Administrative Sciences and Economics, University of Isfahan

10.22034/cbsj.2024.139248.2550

Abstract

The purpose of this research is to explain impact of brand reputation on the consequences of brand experience like brand loyalty, brand trust, and brand love. Brand reputation and brand experience play a key role in the banking industry. However, impact of brand reputation on these consequences of brand experience with the role of the brand experience has not been identified in the banking field. A structured questionnaire was used to collect data. Cronbach's alpha was used to measure the validity of the questionnaire, and its content reliability value is 0.816. With using the non-random convenient sampling method 634 individuals who were customers of National Bank of Iran, responded to an online structured questionnaire. The collected data were analyzed at two descriptive and inferential levels. By using the structural equations modeling, with SMART PLS3 software, the model test and research hypotheses have been investigated. The results of the research show that brand reputation and brand experience have a positive and significant effect directly on brand loyalty, brand trust, brand love and word of mouth. Also brand reputation has a positive and significant effect on brand loyalty, brand trust, brand love and word of mouth through brand experience. The intermediary role of experience has a positive and significant effect. These results suggest that Bank Melli's brand reputation with the mediating role of brand experience has a positive and significant impact on the brand loyalty, brand trust, brand love, and word of mouth.

Keywords

Main Subjects

References

Aghazadeh, H.; Haghighi, M. and Ebrahimi, E. (2011). Investigating the impact of visual and informational aspects of packaging on the purchase decision. Journal of Business Management Perspective, 10(7), 111-135. (In Persian)
Akbari, M., Gholizadeh, M. H., & Zomorodi, M. (2016). The Effect of Islamic Symbols in Packaging on Purchase Intention of Food Consumers. Iranian Journal of Trade Studies, 20(79), 67-92. (In Persian)
Benachenhou, S. M., Guerrich, B., & Moussaoui, Z. (2018). The effect of packaging elements on purchase intention: Case study of Algerian customers. Management Science Letters, 217–224.
Cardoso, A., Paulauskaitė, A., Hachki, H., Figueiredo, J., Oliveira, I., Rêgo, R., Silva, R., & Meirinhos, G. (2022). Analysis of the impact of airbnb brand personality on consumer involvement and institutional trust. Journal of Open Innovation: Technology, Market, and Complexity, 8(3), 104.
Deng, X., & Srinivasan, R. (2013) When Do Transparent Packages Increase (or Decrease) Food Consumption? Journal of Marketing, 77 (4), 104–117.
Farahani, T. & Binazir, A. (2021). The Impact of Transparent Packaging on the Consumer Willingness to Purchase (Case Study of Cereals in Refah Chain Shops of Saveh). Journal of Food Science and Technology, 12(46), 43-51. (In Persian)
HajiRezaei, M. (2011). Investigating the effect of packaging elements on the consumer's purchase decision, case study: Yazd food industry. Master's thesis, Faculty of Social and Economic Sciences, Payam Noor University, Alborz Province. (In Persian)
Heidarzadeh, K. & Norouzi, M. (2010). Investigating the Effect on Utilitarian Product Knowledge and Hedonic Product Knowledge on Consumer Decision Making. Future study Management, 21(4), 39-55. (In Persian)
Heydarzadeh, K. and Taghipourian, M. J. (2013). Typology of consumer's mental involvement and its measurement models. Commercial Surveys, 10(53), 14-25. (In Persian)
Hollebeek, L. D., Jaeger, S. R., Brodie, R. J., & Balemi, A. (2007b). The influence of involvement on purchase intention for new world wine. Food Quality and Preference, 18(8), 1033–1049.
Iqbal, J., Yu, D., Zubair, M., Rasheed, M. I., Khizar, H. M. U., & Imran, M. (2021). Health consciousness, food safety concern, and consumer purchase intentions toward organic food: The role of consumer involvement and ecological motives. SAGE Open, 11(2), 215824402110157.
Khodabakhshi, M. and Sadeghi, A. (2017). Investigating the effect of packaging size and design on purchase intention and customer satisfaction. Journal of Packaging Science and Art, 8(31), 30-41. (In Persian)
Khosravi Anjadani, H., Irani, H.R., & Jandaghi, G. (2020). The effect of point of purchase advertising on the consumer purchase intentions by mediating of brand equity. Journal of Business Management Perspective, 19(41), 101-119. (In Persian)
Khosrow Shahi, S.; Jafarnia, N. & Hesarinejad, M. A. (2019). The effect of packaging on the food packaged products marketing. Journal of Food Science and Technology, 16(91), 213-218. (In Persian)
Ma, X., Zhuang, X., & Ma, G. (2020). Transparent windows on food packaging do not always capture attention and increase purchase intention. Frontiers in Psychology, 11, 593690.
Mahdieh, O., & Chubtarash, N. (2014). Consumer Involvement and Purchase Decision (Cell Phone as a Case Sstudy). Journal of Marketing Management, 9(22), 131-151. (In Persian)
Mahdieh, O., & Chubtarash, N. (2015). Consumer Involvement. Tehran: Mehraban Book. (In Persian)
Mahdieh, O., & Karimi, P. (2020). Investigating the Effect of Packaging’s Visual and Informational Elements on Consumers Purchase Behavior of Food and Health Products. Journal of Packaging Science and Art, 11(41), 26-37. (In Persian)
Mahdieh, O., & Solimani, C. (2018). Relationship between Packaging Information and Consumer Purchase Behavior (Food Products as a Case Study). Consumer Behavior Studies Journal, 5(1), 81-99. (In Persian)
Motameni A.; Moradi, H.; Hemmati, A.; Hashemzadeh, A; & Moradi, V. (2014). The effect of visual and informational packaging factors on repurchasing intention of edible items. Journal of Food Science and Technology, 11(42), 31-42. (InPersian)
Nezampour, M., Rojuee, M., & Daroodi, M. (2022). Content Analysis of Product Packaging Design Elements of Nuts and Dried Fruits, and Study of Its Relationship with Customers' Purchasing Decisions (Case Study: Narmak Nuts and Dried Fruits). Journal of Packaging Science and Art, 12(48), 11-25. (In Persian)
Pal, Swati; Yevalkar, Abhishek; Bhattacharjee, Amrita; and Holkar, Shivani (2018). Consumers’ Preference Leading Purchase Intention toward Manipulation of Form and Transparency for Juice Packaging Design. Journal of Applied Packaging Research, 10(4), 79- 88.
Pignerès, E. (2018). Integration of transparency into packaging design, Master’s thesis, Division of Packaging Logistics, Department of Design Sciences, Faculty of Engineering LTH, Lund University, Lund, Sweden.
Rahimnia, F.; Najafi Siahroudi, M. and Alavi, M. (2013). Investigating the effect of book packaging dimensions on the intention to buy non-textbooks with the moderating role of price and book content. Library and Information Sciences, 16(4), 173-195. (In Persian)
Sabo, B.; Bečica, T.; Keles, N.; Kovačević, D. and Brozović, M. (2017). the impact of packaging transparency on product attractiveness, Journal of Graphic Engineering and Design, 8(2), 5-9.
Saeida Ardekani, S. & Jahanbazi, N. (2015). Influence of store image on purchase intention: The moderating role of trust and perceived risk. New Marketing Research Journal, 5(2), 53-72. (In Persian)
SahafZadeh A.; Mansoori F.; KhodadadHosseini, S. H.; & KordNaij, A. (2017). The impact of packaging dimensions on customer satisfaction and Involvement with emphasis on the mediating role of attitudes towards packaging. Journal of Food Science and Technology, 13(59), 109-112. (In Persian)
Setiobudi, A, Vidyanata, D and Sabella, C. (2021). The Influence of Packaging and Information Transparency on Intention to Try with Endorser Capability as Moderation, Primanomics: Jurnal Ekonomi Dan Bisnis, 19(2), 1-11.
Seifollahi, N., & Hamidzadeh Arbabi, A. (2023). Investigating The Effect of Consumer Innovativeness and Green Brand on Purchase Intention with The Mediating Role of Consumer Attitude (Case Study: Ardabil Chain Stores). Consumer Behavior Studies Journal, 10(3), 107-128. doi: 10.22034/cbsj.2023.62784
Shih, P., Hallam, L., Clay‐Williams, R., Carter, S. M., & Brown, A. (2022). Reimagining consumer involvement: Resilient system indicators in the COVID‐19 pandemic response in New South Wales, Australia. Health Expectations, 25(4), 1988–2001.
Silayoi, P., & Speece, M. (2004). Packaging and purchase decisions: An exploratory study on the impact of involvement level and time pressure. British Food Journal, 106(8), 607–628.
Simmonds, G. and Spence, C. (2016). Thinking inside the box:  How seeing products on, or through, the packaging influences consumer perceptions and purchase behavior, Food Quality and Preference, 1- 55.
Simmonds, G., Woods, T. A. and Spence, C. (2018). Show me the goods: Assessing the effectiveness of transparent packaging Vs. Product imagery on product evaluation, Food Quality and Preference, 18- 27.
Simmonds, G., Woods, T. A. and Spence, C. (2019). Shaping Perceptions: Exploring how the shape of transparent windows in packaging designs affects product evaluation, Food Quality and Preference, 15-22.
Soltani, M.; Jafari, S.M.B.; & Majidi, S.S. (2018). Identifying the Elements of Consumer Buying Decision and the Impact of Intellectual Involvement on them (The Case of Qom Sohan Industry). Journal of Food Science and Technology, 14(72), 243-257. (In Persian)
Sukoco, A. A., Priyanto, S. H., Ihalauw, J. J. O. I., & Abdi, A. S. (2019). The effect of packaging and prices on intention to buy with the moderation of income and store image: Proceedings of the International Conference of Business, Economy, Entrepreneurship and Management, 304–313.
Theben, A., Gerards, M., & Folkvord, F. (2020). The effect of packaging color and health claims on product attitude and buying intention. International Journal of Environmental Research and Public Health, 17(6), 1991.
Wood, M. B. (2017). Essential guide to marketing planning (4th ed). Pearson Education.
Wyrwa, J., & Barska, A. (2017). Packaging as a source of information about food products. Procedia Engineering, 182, 770–779.
Yaghubi, N.S.; Kordnaeij, A. & Aghaei, M.  (2020). The Impact of Quality, Creativity and Attractiveness of Packaging on the Customer’s Purchase Intention to Buy by Considering the Mediating Role of Customer’s Effect and Cognition (Case Study: Chocolate Industry). Journal of Packaging Science and Art, 11(42), 54-67. (In Persian)
Consumer Behavior Studies Journal
Volume 12, Issue 3
January 2026
Pages 43-66

Files

Share

How to cite

Statistics