How Does The Brand Experience Affect The Brand Loyalty In The Mobile Industry

After the restructuring of Communication industry, the marketstructure is optimized gradually. The customer, especially theexperience of the customer need to be researchedmoredeeply.Brandexperience of before consuming, in consuming and after consuming isthe key in the mobile market. Brand loyalty is closely related torelationship marketing, which includes essential brand experience andbrand relationship.Current researches only focus on brand experience or brandrelationship. However, they do not pay much attention to the effectsof brand experience or brand relationship on brand loyalty. Based onthe conceptual model of brand experience, brand relationship andbrand loyalty, this paper empirically tests the effects of brandexperience and brand relationship on brand loyalty. The results showthat brand experience has a significant effect on brand relationship,and brand relationship has a significant effect on brand loyalty.Furthermore, we find that customer value is the mediator betweenbrand experience and brand loyalty. These results have practical andacademic implications to enhance brand loyalty in Mobile marketing.