The Impact of Brand Experience on Brand Resonance: The Case of Phan Thiet Traditional Fish Sauce

Abstract

This study aims to identify the components of brand experience and measure the direct impact of brand experience on brand resonance as well as the indirect effect of brand experience on brand resonance through brand trust in the case of Phan Thiet traditional fish sauce products. The study used a combination of qualitative and quantitative research methods. Through a pre-structured questionnaire, the sample size includes 372 elements. Data were processed and analyzed by using SPSS and AMOS software. The results show that brand experience positively affects brand resonance and brand trust which in turns affects brand resonance. From the main findings, the authors propose managerial implications to help traditional fish sauce manufacturers and traders improving the brand experience of customers, thereby creating brand resonance and brand trust.