Research On The Impact Of Brand Experience On Brand Relationship Quality

The concept of brand relationship quality is proposed in the background of the development of relationship marketing and brand equity theory, Chinese is "relationship oriented" society, the research on brand relationship has become an important research field of brand. Brand relationship and brand recognition produced a certain degree of contact through brand equity theory. At the same time, consumers’ demands in the unceasing change, consumption experience has become a new consumption mode. In this context, the enterprise must change the traditional products and services marketing mode.This research is based on the existing research and theoretical literature, this research proposes a model about the relationship between brand experience, brand awareness and brand relationship quality of the three, through the related research hypothesis verified the impact of brand experience on brand relationship quality and brand awareness, whether has a mediating effect between brand experience and brand relationship quality. This study collected valid data through the form of questionnaire, the main use of SPSS 18.0 data of the questionnaire of finishing processing. The final conclusion shows:(1) there was a significant positive correlation between brand experience and brand relationship quality; (2) there was a significant positive correlation between brand experience and brand recognition; (3) there was a significant positive correlation between brand awareness and brand relationship quality; (4) the brand cognition makes up a part of the intermediary role of relationship quality in the brand experience and brand. Through the research conclusions, this paper exploratory combines practical factors, a series of brand management suggestions for related enterprises.