The impact of the brand experience on the brand attitude and brand equity: case DHL INTERNATIONAL ALGERIA

Abstract

In a competitive world market of logistics, most companies focus on the brand experience to reach the logistical and organizational performance, as the case of DHL INTERNATIONAL ALGERIA considered as a customer centric company, they represent an optimal brand equity to satisfy the existent and potential clients. This paper study the impact of brand experience that has gained importance in the relational marketing procedures to ensure the deliverance of better product quality, price, and brand image in order to deliver an optimized customer experience. However, we conducted empirical research using a quantitative method to measure the customer experience of the clients of DHL INTERANTIONAL ALGERIA and to test its impact on the attitude and brand equity, using the brand experience as the independent variable, brand attitude as a mediator and brand equity as the dependent variables. The research demonstrated the existence of a significative effect between the dependent variable on the mediator variable and the independent variable.