An Empirical Study Based On The Social Network Services On The Effect Of Brand Experience On Brand Loyalty

It is significance to improve brand loyalty of consumer through create a good brand experience of the experience economy in particularly. SNS means social network service, after carding the brand experience and the brand loyalty theory, we combing build a theoretical model of how brand experience five dimensions affecting brand loyalty two dimensions.We use empirical research means to validate the model and get the following conclusions:First, Brand experience have a significant positive impact on brand attitude loyalty under SNS environment, and brand behavior loyalty also have a certain influence. Second, In the all influencing factors of brand attitude loyalty, the brand emotional experience get the highest standardized regression coefficient of0.330. Next is the mobile experience, associated experience and the sensory experience Brand experience in thinking experience of brand attitude loyalty is not have a significant impact.Third, In the all influencing factors of brand behavior loyalty, brand action experience get the highest standardized regression coefficient. Next is the emotional experience and sensory experience. Thinking experience of the brand experience and related experience will not have a significant impact on brand behavior loyalty.We suggest the clothing enterprises who own the strength but has not entered the SNS areas of brand communication pay more attention to the new brand spread way. We wish the clothing enterprises who has already use the new way may catch the opportunities and get the market. The homepage of clothing enterprises based on the SNS should enhance both content and form. Try to be a friend with consumer and make public known the information about the company or products in the first time. The homepage based on the SNS should be recognised as a important part of brand cause it can offer a good experience to consumer. The new brand spreading way should be rise to the strategic height, then make the preparation for the clothing enterprises of future marketing.