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 and food brand intellectual experience showed a positive and significant effect on satisfaction; however, food brand emotional experience showed a positive but not 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. • This study evaluated the effect of food brand experiences on satisfaction, WOM and loyalty of Peruvian consumers. • The theoretical framework employed was the Stimulus-Organism-Response (SOR) model. • Direct effects and indirect effects showed a significant effect with bootstrapping • (10 000 iterations; p-value < 0.05) • Mainly, it was found that there were no variations between the results due to age, salary and sex. • Companies could use the results of the current study to create strategies aimed at increasing the brand experience in order to achieve greater satisfaction and, consequently, greater WOM and loyalty in consumers.