Study On The Influence Of Brand Experience On Brand Loyalty

In the case of increasingly competitive in the market, the changed style of market demand and the enhanced subjective consciousness of customers lead the change of the focus of enterprises'competition. Experiential marketing has become an effective means of enterprise marketing management, brand experience, as an organic combination of experiential marketing and brand management, is also increasingly apparent in the importance of enterprise marketing management; At the same time, academic focus of the study of consumer behavior is also transferred from the purchasing behavior to brand loyalty, to study how to make customer satisfaction and thus the formation of brand loyalty.Therefore how to provide brand experience through the creation giving a boost to active brand loyalty of consumers has become the focus of academia and the business community.In order to explore the influence and mechanism of action, in this article, brand experience will be divided into sense experience, feel experience, think experience, act experience and relate experience, while introduct customer perceived value and brand relationship quality as intermediary variables, in-depth analysis of the mechanism of these five aspects on brand loyalty, on this basis, build conceptual model and put forward the hypothesis. In this paper, structural equation approach to the structural model analysis, the results show that:(1) Sense experience and feel experience have direct significant effect on brand loyalty in the brand experience five dimensions, while think experience, act experience and relate experience have no direct significant effect on brand loyalty.(2) Sense experience, feel experience, act experience and relate experience have direct significant effect on customer perceived value in the brand experience five dimensions; feel experience, act experience and relate experience have significant effect on brand relationship quality.(3) Brand experience, as a first-order variables has no direct significant impact on brand loyalty, but it has direct significant impact on customer perceived value and brand relationship quality,while customer perceived value and brand relationship quality have extraodinary direct significant effect. The result shows that the customer perceived value and brand relationship quality have apparent intermediate utility, through which brand experience significantly affect consumer brand loyalty.The study of this paper has enriched the connotation of influencing factors of brand loyalty, analyze the effect of brand experience on brand loyalty, and introduce customer perceived value and brand relationship quality into the concept model as intermediary variables, thus provide a new entry point for studies on brand experience and brand loyalty. Meanwhile the research paper has some significance as reference for enterprise on the implementation of experiential marketing to promote the practice of brand loyalty of consumers.