Abstract

Todays, Companies try to communicate with customers through a variety of marketing activities. The method of marketing communication has changed over time.  Marketers have realized that not only marketing planning, such as advertising, is needed to create a business experience for the customer, but also considering all touchpoints that may exist on the brand for marketing is important. So this is an applied research which was developed to investigate the the impact of touchpoints and brand experience on consumers' satisfaction with organic products and explain the role of purchasing values. The statistical population of this study is composed of organic foods consumers in Tehran. Based on the Cochran formula 384 individuals have been considered as the statistical sample. For data collection the standard questionnaires were applied. The validity and reliability of the questionnaires were tested and the required changed were applied. As the results show, touchpoints affect the brand experience, and the brand experience has a positive effect on consumer satisfaction, and finally, buying values can modify the impact of touchpoints on brand experience.