The Effect Of Brand Personality As A Mediator Between Brand Experience And Brand Relationship In Telecommunications Industry

The arrival of experience economy provides us a new perspective to study the problem. Brand Relationship asset is one of the most important assets. Therefore, this study will regard the brand experience and brand relationship as the main object of study. In this paper, after a systematic literature review of brand relationship and brand experience , we found that this relationship is not direct, some scholars believe brand personality acts a medium role between brand experience and brand relationship, but only one dimension of brand personality, is considered as the role of an intermediary. Aaker divided brand personality into five dimensions, that is sincerity ,excitement ,competence ,sophisticated and ruggedness. Theory is proposed under the cultural background and the West literature, Huangsheng Bing, Lu Taihong doing cross-cultural comparison with brand personality found that only three dimensions of cross-cultural maintain high consistency, that is , Sincerity, Competence and Sophisticated, and the remaining is influenced stongly by the impact of cultural differences. In this study, a higher consistency of the three dimensions of brand personality is used to measure the intermediary role brand personality plays between brand experience and brand relationship.In this study, we use empirical study to test the intermediary role brand personality plays between brand experience and brand relationship. We selected J. Brakus, Aaker and Fournier's scale about brand experience, brand personality and brand relationship as the measurement tool of three constructs. Before the formal survey, 115 valid samples were selected for pre-test for reliability and validity, the results showed that the samples of this study were selected with good reliability and validity. 303 valid questionnaires were recovered in the formal research, including not only students but also some employers. The use of mobile communication services are from China Mobile, China Unicom and China Telecom three companies. Spss16.0 software is used for data descriptive statistics analysis and regression analysis ,the results showed that: brand experience proves a positive influence on brand personality; brand personality proves a positive influence on brand relationship ; brand experience proves a positive effect on brand relationship ; brand personality is the mediator between brand experience and brand relationship.The telecommunications industry is chosen as the research object for the following reasons, first of all, most people around us are the user of the mobile communications service of telecommunications industry that has become an integral part of daily life, so it is very convenient when the samples are selected; Second, the telecommunications industry is a service industry, which has a certain particularity, this study attempts to test if it is still valid in such a special industry. The results show that in the telecommunications industry, the intermediary role of brand personality between brand experience and brand relationship is still significant. However, due to the intangible nature of services, the brand the image of brand did not exist in the mind of consumers, there are some difficulties in completing the questionnaire. This indicates that enterprises do not leave a real impression on consumers in their daily lives ,it is difficult for consumers to memorize and recognize. This requires companies to translate intangible services into tangible services, leave a visible and materialized impression. Using new media which provides consumers with a wide range of sensory experience, and increasing the interaction with the consumer, mobile communications services are not invisible to consumers, but real in their life. This can leave the profound impression to consumers, who are more willing to work with enterprises to maintain a lasting and stable relationship. Only in this way, enterprises can prosper in the fierce market competition.