effects of brand experiences on the customers willingness to pay more

the purpose of this study is to investigate the extent to which brand experience affects brand credit, brand attitude, and customer-based brand equity. by five-point likert scale, the data will be collected through questionnaire filled by 385 students in islamic azad university-firouzkouh branch using samsung, apple, nokia, sony, sony ericsson, and lg cell phones. lisrel is used to test research hypotheses. the results represent that brand experience has significant effect on brand credit and brand attitude. brand attitude has significant effect on customer-based brand equity. the effects of customer-based brand equity on willingness to pay a price premium and brand credit on customer-based brand equity and brand attitude are realized too. the findings can help the managers to invest different brand concepts and pave the way for differentiating the brands.