The Empirical Study On The Impact Of Brand Experience To Brand Attachment

In today’s competitive market, brands have become increasingly prominent, and consumers have become the core of the market, in order to survive in the market competition, we must pay attention to the brand and the consumer experience. In this article, we will examine the impact of brand attachment to the brand experience, as well as the degree of regulation of product involvement. Customer brand experience marketing practice is very important. These factors will affect the consumer brand experience brand attachment. Brand experience are five dimensions: the senses, emotions, behavior, thinking and association. This study presents the research framework concept by reading literature, after mobile phone users for the survey questionnaire. We collected a total of 376 customer samples analyzed by statistical software SPSS19.0 relationship questionnaire data and model architecture, as well as variables.Intense competition in the mobile phone in the market has a huge amount of user groups. How to make the customer through product, service experience, enhance the brand of the phone attachment for the future development of the mobile phone industry is essential. This study focuses on the mobile phone users, the brand experience to explore every dimension regulation of brand attachment effect and degree of product involvement. By studying the following conclusions:1. sensory brand experience, emotion, action and related experience are able to positively affect brand attachment.2. The higher the degree of product involvement, senses, emotions, actions and attachment to the brand experience associated with the impact of the more obvious effects.3.Braku and Schmitt(2009) the brand experience measurement scale and Lacoeuilhe(2007) brand attachment scale also applies to Chinese cultural background.Finally, this paper based on sensory experience, emotional experience, the experience and the associated action experience marketing strategy.