The Influence Of Brand Experience On Consumers Citizenship Behavior

With the continuous development of experiential marketing, the experience’s feeling of people has risen to the brand level. Apple can broke the legend that the Coca-Cola brand who won the champion 13-year in the brand value rankings, won the2014 world’s best brand value in latest rankings, and as consumers conduct a comprehensive brand experience for it’s products from many angles, It is extraordinary sense of technology experience for consumers and establish a new benchmark brand experience.The correlative research about brand has been long concerned by domestic and foreign scholars. In the long-term study, the brand usually be given humanoid features,brand personality is a manifestation of the brand humanoid characteristics.Consumers’ perception of the brand personality is usually through the formation of a series of experiences, and will lead to resonate with consumers. Such as Pepsi-Cola because it has responsibility, young, authentic brand personality and sought after by young people.There are many aspects experiences to consumers from company. The paper will be based on summarize the research about Schmitt and Brakus, according to adjust the research from domestic scholars about the relevant localized brand experience’s dimensions. And the dimensions of brand experience were determined to sensual experience, emotional experience, cognitive experience and related experience.However, which of these aspects of the brand experience for consumers is most important, which aspects can be better convey the corporate brand personality accurately to consumers, companies’ experiential marketing through which aspects of brand experience is more effective? By addressing these issues will make corporate marketing targeted to maximize the effectiveness of its resources, and achieve the most effective marketing experience. These are the practical problems faced by contemporary business.In addition, consumer citizenship behavior research is also increasingly concerned, the consumer citizenship behavior as a consumer extra-role behavior can bring more respect benefits for the enterprise. Scholars have studied some dimensions of the brand experience will have an impact on consumer citizenship behavior, so this study is based on a combination, set “consumer brand experience through brandpersonality perception, prompting consumers show a series of customer citizenship behavior to business”as the main path to be studied in this paper.This paper will be based on reviewing the relevant literature about brand personality and brand experience, starting from the four aspects brand experience dimensions of sensual experience、emotional experience、cognitive experience and related experience, build a brand personality is perceived as the intermediary role of brand experience affect consumers citizenship behavior Models. Empirical Analysis of the brand experience affect consumers citizenship behavior, and find the critical path to the brand experience affect consumers citizenship behavior through the brand personality perception. To provide some theoretical guidance about how enterprises through different aspects of brand experience to bring consumers a good brand personality perception, and ultimately promote customer citizenship behavior.