The Mediating Effect of Customer Experience Quality on the Relationships between Brand Image and Brand Equity

Abstract

This research is empirical research with the objective of determining the concept and examining the relationship between brand image and brand equity. The customer experience quality plays a central role in the relationship. This study used an online questionnaire to collect data from 500 samples of consumers who used a food delivery application in Bangkok and its vicinity. Afterward, the confirmatory factor analysis (CFA) was applied along with the structural equation model (SEM). The study result showed that brand image positively influences customer experience quality and brand equity, and customer experience quality influences brand equity. Significant evidence showed that brand image could have a strong positive influence on brand equity through an essential mediator, customer experience quality. This study complements the academic knowledge in brand management theory from consumers’ perspectives and can act as good guidance in applying the results to gain a competitive edge.