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

Articles in Press

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.

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Consumer Behavior Studies Journal

Articles in Press, Accepted Manuscript
Available Online from 22 September 2025

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