The Effects Of Brand Experience On Customer-Brand Relationship

Since its introduction, brand relationship has caught great attention in the domain of brand cultivation. The advantage of positive relationship with consumers includes consumers' loyalty, increasing purchase, premium payment, positive evaluation and customer-based brand equity or business reputation. This paper discussed products types that apply to brand relationship and influential factors of brand relationship. Suggestions for enterprises to enhance brand competition are also proposed on the basis of our results.In order to discuss if brand relationship management could be applied to all kinds of products, which kind of brand experience has remarkable influence on high involvement or low involvement products, and if there is interactive effect among the five kinds of experience, this study adopted three questionnaires, which are Revised Personal Involvement Inventory made by Zaichkowsky, Chinese Brand—Relationship Quality Scale made by He Jiaxun and Brand Experience Scale made by Wang Lijun, as research tools. In this way, this paper pool 283 samples and further the study in data analyzing. The results indicated:1. Consumers' relationship with high involvement products is more intensive than with low involvement products, either on the whole level or on each dimension level of brand relationship.It means that high involvement products are more appropriate for brand relationship management.2. Feel experience, Think experience, Act experience and Relate experience can unitedly explain 55.3% of the variance of the brand relationship of high involvement products. 3. Sense experience, Feel experience, Act experience and Relate experience can unitedly explain 41.8% of the variance of the brand relationship of low involvement products.4. The mixed-model of experience influencing significantly the brand relationship dimension of high involvement products is different from that of low involvement products.