Analysis based on SOR model of food brand experience in consumers in Peru

This article examines how brand experience influences food consumers' loyalty, satisfaction and word of mouth based on the Stimulus-Organism-Response (SOR) model. A survey was carried out, and a multivariate model was proposed in the current study. Food brand sensory experience, food brand emotional experience and food brand intellectual experience showed a positive and significant effect on satisfaction. Additionally, satisfaction demonstrated positive and significant effects on both word of mouth and loyalty. Companies can use the results of this study to refine their strategies, generate a greater impact based on the food brand experience, and enhance consumers' loyalty and word of mouth. Future studies on specific foods can be interesting for developing them.