Brand experience and brand attitude: Examining a credibility-based mechanism

Purpose- The purpose of this paper is to examine the interplay of brand experience and brand attitude. Specifically, it proposes that the relationship between brand experience and brand attitude will be mediated by brand credibility. Design/methodology/approach- The conceptual model is tested using structural equation modelling with responses from 405 new automobile users collected by using structured questionnaire. Findings- The analysis reveals a full mediation of brand credibility; that is, brand credibility is an underlying mechanism through which the effect of brand experience on brand attitude materializes. In addition, contrary to the general expectation, there was no direct effect of brand experience on brand attitude. Originality/value- This study enables a new perspective on how experiential marketing underpins brand’s influence on certain aspects of consumer behaviour. By illuminating the mediating role of brand credibility, this study adds to the understanding of how brand experience shapes brand credibility, leading to favourable brand attitude