How brand experience and perceived value drive word-of-mouth and repurchase intention in F&B industry

Purpose This study evaluates the factors affecting customers' repurchase intention and affirms the importance of BE in creating competitive advantage, especially in fierce competition between domestic and foreign enterprises operating in the Vietnam F&B Industry. It provides insights into why BE remains underdeveloped compared to international standards and offers strategic recommendations for senior and middle managers to foster deeper consumer-brand connections. Design/methodology/approach This study employed a quantitative methodology, 200 valid responses were collected and the final data was incorporated into the SEM analysis using SmartPLS ver. 4.0. Findings The study revealed that the direct relationship between Brand experience and Repurchase intention was insignificant. However, BE indirectly influences RI through its profound effects on PV, CS and WOM. A positive and engaging brand experience creates emotional connections and enhances the overall perception of value, which encourages repeat purchases and addresses. Practical implications The research emphasizes that BE is an important starting point for increasing RI through a clear brand strategy focusing on core values such as authenticity, quality and customer service. This strategy can be reflected in both “Brand Behavior” and “Brand Signature.” In addition, RI can also be increased by improving CS and PV through organizing events, creating positive experiences and engaging customers with the brand. Originality/value This study provides context insights that highlight the influence of cultural and economic factors on consumer behavior. It enhances the understanding of BE in F&B industry by demonstrating its indirect impact on RI through PV and CS, challenging the direct BE-RI relationship and emphasizing the importance of indirect pathways in decision-making. Exploring these relationships in Vietnam’s emerging market adds a unique contribution and offers insights to enhance loyalty while guiding future research.