From Marketing Mix to Brand Equity: The mediating effects of Brand Experience
(R2023-117254)

AUTHORS

Meletios Niros, Department of Business Administration, National & Kapodistrian University of Athens; Apostolos Giovanis, Department of Business Administration, University of West Attica; Angelica Niros, Department of Business Administration, Athens University of Economics & Business, 76 Patision st, Athens, 10434, Greece.; Ioannis Rizomyliotis, University of West Attica

ABSTRACT

The purpose of this research is to explore the mediating effects of Brand Experience (BX) in the relationship between marketing mix elements and Brand Equity (BE). The methodology approach utilized was a positivism approach on a self-administered survey, in which 399 adult consumers participated. Data Analysis performed vis IBM AMOS and SPSS and SEM was generated. BX indicated strong mediating effects of marketing mix on BE. This research unveils the necessity of BX in terms of strengthening BE, which is important for favourable consumer behaviour. Thus, brand managers need to carefully redesign and coordinate marketing mix elements to facilitate meaningful brand experience.