The effect of brand experience on brand equity and brand loyalty through the mediating role of brand awareness, brand image and perceived quality

In today's challenging and competitive environment, organizations are more focused on building lasting and profitable relationships with customers. Today's consumers pay more for products with reputable brands and demand their services from these brands. The greater the value of the brand in the minds of consumers, the more the company can gain more benefits from the shadows. The purpose of this study was to investigate the impact of brand experience on brand equity and brand loyalty through the mediating role of brand awareness, brand image and perceived quality among complementary health insurance customers in Iran. The present research is applied in terms of purpose and in terms of nature in the descriptive category of the survey branch. The instrument of this study was a standard questionnaire whose reliability was assessed and confirmed using Cronbach's alpha, combined reliability and factor loadings. Its validity was also verified through content validity, convergent validity and divergent validity. In this study, eight main hypotheses and three sub-hypotheses were considered, which were confirmed by the findings of all the hypotheses, which indicate that brand experience has a significant effect on brand image. Brand experience has significant effect on perceived quality. Perceived quality has significant effect on brand awareness. Brand image has significant effect on brand loyalty. Brand awareness has significant effect on brand loyalty. Perceived quality has significant effect on brand loyalty. Brand has a significant impact on brand equity of brand. Perceived quality b The relationship between brand loyalty and brand experience significant mediating effect on the relationship between experience Dard. tsvyr brand brand brand loyalty and brand awareness significantly mediated the relationship between brand loyalty and brand experience significant mediator.