Brand Attachment Model based on Customer Experience in Shopping Malls by Considering the Role of Activity Base CostThe "Mixed Methods Research"

The purpose of this study is to investigate the effect of providing a brand dependency model based on brand experience in shopping malls and malls, taking into account the role of Activity Base Cost. For this purpose, in the first study, to identify the components of customer experience management components on brand loyalty from Grounded Theory approach, and in the second study, the model test was used using quantitative method. Protocol and Semi Structure interview with twenty senior managers was first tools to gathering data the, and in a quantitative method, required data was collected from 384 customers and analyzed by Amos software.The researcher conducted 20 interviews, theoretically saturated, and finally extracted 156 open source codes. Based on the theoretical literature, the researcher conducted axial and selective coding and presented the results in six main dimensions and thirty sub dimensions.The researcher presented her research in the form of a model including six main dimensions: brand afttachment, brand experience, brand loyalty, Activity Base Cost, shopping malls and properties, and finally customer satisfaction and twenty-nine sub-items.The results show that the activity base cost process for customers will lead to trust and loyalty to the brand.