Effects of brand experience antecedents on brand experience and resonance: Empirical evidence from the favorite fast food brands

Fast food industry contributes to the nation economy, thus the survival and its longevity prompted the current investigation. The central issue of this research is to unravel empirically the effects of brand experience's antecedents on brand experience and subsequently examined its effect on resonance. The proposed model and hypotheses are tested using a sample of 452 experience customers in urban Malaysia. Descriptive analyses were used to determine the perception of adult's customers and multiple regressions analysis were utilized to determine the significant levels of relationships between the variables tested. First, the results exemplify that product quality are significant predictors of consumers' brand experience towards their favorite fast food brand and secondly brand experience has positive effect on consumers' resonance.