The effect of consuming experience on consumer-based brand equity (CBBE): A case study of famous smartphone brand clients in the city of Zanjan

Branding is something not only driven by companies but also induced by the customer needs. The purpose of this study is to investigate the effect of consumer experience and perception on brand experience and brand equity. The research is an applied study in terms of purpose. It was conducted through a descriptive-survey method, and the data gathering tool was a standardized questionnaire that was localized and verified for its validity and reliability. The statistical population was the customers of famous smartphone brands in the city of Zanjan. The questionnaires were distributed among 392 people selected through simple random sampling and using variance deviation. The primary sample was pre-tested based on Cochran formula. The conceptual model of the research was fitted using the structural equation model in the PLS software. The results of the research indicated that consumers' perception of usability has an effect on their relationship with brands, perceived brand value and enjoyment of use. Also, enjoyment has more effect on the use of a product, brand relationship, perceived value, and brand trust. However, it has no effect on the loyalty to brands. Meanwhile, an increase in the social value increases the enjoyment of use. This creates a strong relationship between he consumer and the brand, which affects the brand perceived value. The brand perceived value also affects brand trust, which, in turn, affects brand loyalty.