نوع المستند : المقالة الأصلية
المؤلفون
1
Assis. Prof., Business Administration Dept., College of Sciences and Arts, King Khalid University, Muhayil Asir, P. C. 63751, Saudi Arabia. email: fabdelkhair@kku.edu.sa
2
Assis. Prof., Business Administration Dept., Applied College, King Khalid University, Khamis Mushait, P. C. 62461, Saudi Arabia
المستخلص
Food consumption is a critical cause in sustainability claims post-COVID-19 for consumers' health concerns, as safe foods should be associated with signifying brand experience, awareness, and trust towards organic food products. This study examined brand awareness mediation in the brand experience link to brand trust concerning branded organic food products. The sample consisted of regular consumers of branded organic food products in the Asir area in the South of the Saudi Kingdom. The study pretested a designed questionnaire among 43 academicians for improvement. The data collection and analysis were on 174 valid questionnaires. The results showed that brand experience influenced brand awareness and trust. In addition, brand awareness impacted brand trust regarding organic food. Eventually, the relationship between brand experience and brand trust is mediated partially by brand awareness concerning. In turn, the study findings were interesting concerning consumers who prefer consuming branded organic food products, which is meaningful for consumers looking to benefit from the brand experience in raising brand awareness and fostering brand trust. Additionally, producers and marketers should take note of the significance of brand experience, brand awareness, and brand trust when planning their marketing strategies, policies, and campaigns to prepare a motivating branding environment for boosting attitudinal, behavioral, and performance of activities and events.
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