The Effects Of Brand Experience On Customer Brand Relationship

Brand relationship management is a new idea of current brand management. it is By establishing the good , harmonious relationship between the customer and brand as managing means, company exchanges interdynamically with the target consumer group through the daily administration behavior, forms and develops the relation between the brand and customer, thus promotes sales and expands brand assets finally. Brand relationship has the following literary composition surfaces: Functional benefits exchange, affective benefits exchange, self- concept connecting, commitment, intimacy, partner quality. It has similar course that the forming of the brand relationship and interpersonal relationships are formed. The characteristics and communication of both brand and customer is the base of forming the relation of brandsAs the consumers' apperception and study, brand experience is one of strategies setting up the impression in consumer's mind. Brand experience can be divided into Sense experience, Feel experience, Think experience, Act experience and Relate experience. These five experiences are the strategy modes of brand managing. This research want to find whether there have remarkable influence to brand relationship for brand experience, and whether there is certain mutual influence between these five kinds of experiences, thus offer theory support for matching various kinds of experiences while managing.This research adopts the method of the empirical research, regarding brand monopolized shop customer as the research object. Through studying the relation between the customer and the brand of monopolized shop, and studying the customer's brand, this research seeks the interaction between the two kinds of brand experience to the brand relationship. The brand monopolized shop I think is one of platforms that can offer various kinds of brands experience. At the same time the monopolized shop brand has certain popularity, and the brand relationship with the customer is generally more obvious. So it is an excellent research object. Through analyzing the data, this research draws the following conclusions:1, Both individual brand experiences (including Sense experience, Feel experience and Think experience) and sharing brand experiences (including Act experience, Relate experience) have remarkable influence on brand relationship.2, There are interactions in some combinations of Brand experience constructs when influencing the brand relationship .3, Though there are not remarkable interactions in other combinations brand experience constructs when influencing the brand relationship in this research, different kinds of brand experience can play the mutual promotion to the brand relationship, if they are properly implemented.