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In the competitive environment of today, building a desirable sensory brand experience for consumers can play a vital role in business success. This study, developing and empirically validating a conceptual model, explores the ways in which sensory brand experience affects consumer willingness to pay (WTP) a price premium. Further, in this regard, the direct and indirect role of brand equity through electronic word-of-mouth (eWOM) was investigated. Based on the collected data from 387 fast food customers, the hypothesized structural model was examined using path analysis. The results revealed that sensory brand experience influenced brand equity. Meanwhile, it was found that brand equity was directly and indirectly (through word-of-mouth) responsible for consumer WTP a price premium. This research contributes to the marketing literature in the field of brand management and experiential marketing and provides practical insights to managers and business practitioners.

The effect of sensory brand experience and brand equity on WTP a price premium in Iranian fast food restaurants: Mediating role of eWOM