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The Study On The Influence Of Brand Experience On Brand Loyalty Based On Mobile Intelligent Terminal

Posted on:2016-08-18Degree:MasterType:Thesis
Country:ChinaCandidate:M LongFull Text:PDF
GTID:2309330470964571Subject:Business Administration
Abstract/Summary:PDF Full Text Request
Along with the rapid development of information technology, mobile intelligent terminal gradually occupy an increasingly important role in daily lives. Due to the special nature of mobile intelligent terminal industry, its products’ replacement is fast, the market competition is fierce. In order to increase profits and achieve long-term development, companies need to create a unique brand and consumers brand loyalty. Brand experience is an effective strategy of brand loyalty in mobile intelligent terminal industry. Therefore, in order to clarify the mobile intelligent terminal brand experience impact on brand loyalty, studying the relationship between them is necessary. This dissertation attempts to select empirical methods to study the influence of brand experience on brand loyalty based on mobile intelligent terminal.Considering the characteristics of mobile intelligent terminal and theoretical results, this dissertation creates a model of brand experience on brand loyalty, and explores how customer perceived value works as a mediator. We found that the dimensions of brand experience are direct or indirect affect brand loyalty positively. Customer perceived value plays a mediating role in this research, and it powerfully drives brand loyalty. On the observed variables, consumers with different demographic characteristics are slightly different. Finally, from the empirical results, we offer brand marketing strategies and suggestions for mobile intelligent terminal business. We hope this dissertation has some theoretical and practical significance.
Keywords/Search Tags:Brand experience, customer perceived value, brand loyalty, mobile intelligent terminal
PDF Full Text Request
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