This study proposes a model that applies brand experience and customer-based brand equity (CBBE) to verify leading variables that can increase brand loyalty in the fast-growing food service sector of “grocerants.” For the empirical analysis, 384 foodservice consumers with experience of using seven South Korean grocerants were surveyed. The study identifies the influence of brand experience on perceived value and brand loyalty through brand awareness, brand association/image, and perceived quality. The study demonstrates that it is essential to build a CBBE that incorporates sensory, affective, intellectual, and behavioral factors to increase customer brand loyalty in the grocerants sector.

这项研究提出了一个模型，该模型运用品牌经验和基于客户的品牌资产（CBBE）来验证领先的变量，这些变量可以在快速增长的“食品杂货”食品服务行业中提高品牌忠诚度。为了进行实证分析，调查了384位具有使用七种韩国食品杂货经验的餐饮服务消费者。该研究通过品牌知名度，品牌联想/形象和感知质量来确定品牌体验对感知价值和品牌忠诚度的影响。这项研究表明，建立一个结合了感官，情感，智力和行为因素的CBBE至关重要，以提高在杂货业的客户品牌忠诚度。