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

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Abstract
Purpose: The purpose of this paper is to examine the interplay of brand experience and brand attitude and its influence on brand attitude. Specifically, it proposes that the relationship will be mediated by brand credibility. Design/methodology/approach: The conceptual model is tested by estimating a structural equation model with survey data from a sample of new automobile users (n=405). 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 a brand’s influence on certain aspects of consumer behaviour. By elucidating the mediating role of brand credibility, this study adds to the understanding of how brand experience shapes brand credibility, leading to favourable brand attitude.

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