(The Turkish Online Journal of Design Art and Communication, 2016-07) Abkenarei, Mahsa Ghaffari; Asil, Seyyed Mohammad Noe Pasand
Present research aims to investigate The Effect of Brand Exposure and Brand Exprience on Brand Recall
through perceived brand image, self-image congruence and trust. This study is descriptive and in aim is
functional and in terms data collection is field. Data collecting tool is questionnaire which contains 21
questions to measure the research variables. To measuring the variables from the whole 5-point Likert
was used. Reliability using Cronbach's alpha was reviewed and approved. The population of the study is
all Shampoo Consumers in Rasht. Using a Cochran formula 390 subjects were evaluated for the study. To
test the hypothesis, methods of structural equation modeling was used. The results showed that Brand
Exposure has a Psitive and significant effect on perceived brand image and self-image congruence. While
has not significant effect on trust. On the other hand, Brand Exprience has a positive and significant effect
on all three variables such perceived brand image, self-image congruence and trust. Also all three
mediating variables has a significant effect on brand recall.
