Study On The Influence Of Brand Experience On Brand Loyalty

In the information age, telecom operators’business increasingly fierce competition, the traditional marketing strategy has been difficult to meet the growing new demands of consumers. In the context of that consumers eager to get pleasure from the brand experience and identity symbol, the telecommunications operators how to carry out effective experiential marketing activities, in order to capture the consumer’s mind, to win the trust of consumers, and thus win the loyalty of consumers, which becomes the original intention of this study.Based on previous theoretical results, this article will explore how telecom operators through brand experience to influence consumers’trust in the brand, thereby affecting brand loyalty. In this theoretical framework, based on the characteristics of the object of study, I identify four dimensions to measure the brand experience, sensory experience, mobile experience, reward experience and related experience; measurement of two dimensions of brand trust, brand reliability and brand intent; two dimensions to measure brand loyalty, brand attitude loyalty and brand behavior loyalty, and these eight dimensions as a basis for empirical research. By using regression analysis, structural equation model verified brand experience-brand trust and brand loyalty draw the following conclusions:(l)Telecom operators brand experience includes sensory experience, operational experience, reward experience and related experience. Brand trust includes brand reliability and brands intent. Brand loyalty includes attitudinal loyalty and behavioral loyalty. The divisions of these dimensions have been well verified.(2)Among the influence on the four dimensions of brand experience result from the two dimensions of brand trust, not every experience dimension has a positive influence on the two dimensions of brand trust. Among the8hypothesis, only H13, H14, H15, H16, H17have been validated.(3)Among the positive influence on the two dimensions of brand loyalty result from the two dimensions of brand trust, not every trust dimension has a positive influence on the two dimensions of brand loyalty. Among the4hypothesis, only H21, H24have been validated.(4)Among the positive influence on the four dimensions of brand experience result from the two dimensions of brand loyalty, not every experience dimension has a positive influence on the two dimensions of brand loyalty. Among the8hypothesis, only H33, H34, H35have been validated.(5)Brand loyalty has a significant positive impact on behavioral loyalty; it can be found that behavioral loyalty is more important.The previous researches mainly focus on how the brand experience directly impact on brand loyalty, the significance of this paper is that it is to explore the dimensions of brand experience affect the two dimensions of brand loyalty. At the same time, using brand trust, it selects two measurement dimensions as measuring intermediate variables, and innovatively verifies how the four dimensions of brand experience influence the two dimensions of brand trust, thereby affecting brand loyalty. The article has an important reference value for telecom operators to carry out experiential marketing activities to meet the consumer demand for personalized, and win the consumers’trust and loyalty.