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on Trust, Commitment and Resonance - Gcbeus的信任，承诺与共振gcbeus.doc

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on Trust, Commitment and Resonance - Gcbeus的信任，承诺与共振gcbeus

Rozita Naina Mohamed Faculty Business Management, Universiti Teknologi Mara, Malaysia 60-0129741676; azarozi_naina@ Rosidah Musa Faculty Business Management, Universiti Teknologi Mara, Malaysia 60-0192980780; rosidahm@.my Disentangle the Effects of Brand Experience (BE) on Trust, Commitment and Resonance: Evidence from Popular Fast Food Chain Restaurants in Malaysia: Using Structural Equation Modelling Approach ABSTRACT In today’s overcrowded and highly competitive marketplace, ‘brand experience’ (BE) can be the most privileged tool for differentiation. Every touch points of brand contacts and interactions will contribute to the overall perception of the brand. Undoubtedly, it is critical to gain insights into the key drivers of ‘brand experience’ and subsequently ascertain its outcomes in order to design effective marketing strategies for market growth and perhaps business sustainability. This paper aims to address the gap by empirically investigating the effect of brand experience on trust, commitment and customer resonance. A hypothesized model which integrates four antecedents of brand experience (product quality, service quality, store image, promotional activities credibility,), trust, commitment and resonance was developed, analyzed and tested rigorously using structural equation modeling procedure. The model was tested using 450 usable questionnaires of adult respondents who reside in chosen urban areas in Malaysia. The study has used a survey approach with self-administered questionnaire distributed in restaurants intercept; offices and home as in drop off and collect technique. The findings reveal that BE has a positive significant effects on trust and resonance but not commitment. These findings have important implications for future research directions and food service marketers. Keywords: brand experience, trust, commitment, resonance, fast food chain restaurants, structural equation modeling. ACKNOWLEDGEMENT We are heartily thankful to our co