An Empirical Study On The Brand Loyalty Based On The Brand Experience

With the development of economy and consumption, products are much more homologous, consumers consume much more rationally, the function of product enterprise appeals couldn't satisfy consumers' demand, which means that consumers obtain individual satisfaction by consumption. So, the word "experience" has been paid more and more attention by enterprises, the experience economy became popular in the service economy times. In this context, the brand loyalty is given more various influences, which drivers the brand loyalty widely recognized, but in different industries'backgrounds, the relationship is different. Therefore, this paper will study the driving function through which brand experience impacts on brand loyalty, select luxury goods as the research object, then analyze the influence degree that brand experience in this kind of product impacts on brand loyalty.This paper summary the related research literature, combine theory predecessors studied, consider brand experience composed of functional experience,service experience,emotional experience and self-expression experience for luxury industry characteristics, consider brand loyalty composed of attitude and behavior, then built driving model for brand experience influencing brand loyalty, taking LV bag as testing example, collected data by paper questionnaire and analyzed through the SPSS17.0 including descriptive statistics analysis,reliability analysis,validity analysis,correlation analysis and regression analysis. Through empirical analysis, check up hypothesis that in this paper experience dimensions of luxury industry influenced brand loyalty, and draw main conclusion:emotional experience,self-expression experience and service experience have significant positive influence on brand loyalty of behavior and attitude; Functional experience has a non-significant positive influence on brand loyalty of behavior and attitude.Based on the conclusion of empirical research, this paper put forward to marketing suggestions for enterprises:while basic function of luxury is guaranteed, strengthen the differentiation of product attributes, giving prominence to individual characteristic of product; paying attention to service efforts which including the service from sales environment to service quality servicers provide. All these important aspects cannot be ignored; adding emotional elements into brand in order to occupy consumers' mind and establish long emotional communication with consumers. Making clear each customer's individual characteristic, understanding their shopping motivations can provide right products to suit for consumers.Comparing with the previous studies, this paper is analyzing luxury industry studied based on the view of customer, and in-depth studies the relationship of brand experience influences on brand loyalty from attitude and behavior.Finally, based on the limitation in the paper, author prospected for the future research:it can add some factors into the model as adjustment factors, such as culture,society or family purchase decisions, can consider the dynamic process of time of using luxury, then provide more detailed guidance for enterprise's marketing activities.