The Study Of Branding Emotional Experience Impact On Brand Loyalty

Marketing requires attention to shift from the focus on the product to consider customerrelationship management (CRM) and other value creation activities. During the experienceeconomy era, customer experience will arouse people’s interest and study increasingly.With good brand experience, customers are more preferable to produce a high level ofbrand loyalty. In today’s personalized time, consumers demand is more and more obvious, thereason why consumers buy is particularly important. As what consumers buy is not only aproduct or service, but also the mood, the lifestyle and the self expression way when usingthis product. This kind of emotional needs is useful to inspire consumers’ demand,furthermore to inspire consumers’ purchase decision.In this paper, it reviews related papers about brand experience, brand personality,customer satisfaction and brand loyalty at home and abroad. The paper stated definition,dimensions, measuring method and the influence among these factors, and then. Based on therich theory of researchers, and considering the dimensions of brand experience, the paperpoints out the model of brand experience, brand personality, customer satisfaction and brandloyalty. Then, in order to explain emotional branding experience specifically, the paperchooses mobile phone brands as the study objective to do empirical research. According to theresults of the data, our hypothesis is verified. And finally, according to the empirical study ofmobile phone brand experience, the paper puts forward the research conclusion andenlightenment, and pointed out the future research direction.Through the study, the article has these results. First, as a vital dimension of brandexperience, emotional brand experience has a positive influence on brand personality,customer satisfaction and brand loyalty. Second, brand personality has a positive correlationon customers’ satisfaction and brand loyalty. Third, brand personality has a direct effect onconsumers’ brand loyalty. As a sum, the constructed hypothesis is verified. Brand experienceshave a very important application for mobile phone brands. That is an important enlightensfor cell phone brands, that is, brand experience is multi-dimensional, and emotional experience itself will affect consumers’ brand loyalty. So, in the actual life, when buildingbrand marketing strategy, it needs to give full consideration to the importance of brandemotional experience, to help build a powerful brand personality, and make a perfect fusionbetween brand emotional experience and brand personality, to realize consumer brand loyalty.