The Effects Of Brand Experience On Consumer Brand Preference

Brand is not only the symbol of enterprise product or service on the quality and function to a certain extent, but also an explanation of psychological and spiritual needs. Brand is the carrier of consumers' unique experience. Companies usually use the method of promotion, advertising and all kinds of methods to convey the understanding of the brand to consumers. But consumers are tired of this way. They urgently need to experience brand products or services to find the advantages and disadvantages of products or services and determine whether they meet the needs of their daily life. They will have certain brand preference to those which can meet their needs. How to actively establish contact and interaction with brand communication and how to make consumer have brand preference and even have deeper feelings are the problems which the enterprise need to explore in the process of brand building. This study considered that this problem's breakthrough point of solution is the consumer brand experience, back to the source. Only by clearing the relationship between consumer brand experience and consumer brand preference can we indicate the road to carry out brand construction for enterprises.Research of this paper is divided into five parts: the first part describes the background of this study, and the purpose and significance of the study are summarized. And the research results of scholars at home and abroad are summarized. On the basis of that, the basic framework of research ideas, methods, and thesis structure of this paper are introduced. The second part expounds the related concepts of brand experience, brand preference and constructs the relationship model between them. The third part proposes that brand experience maybe have effects on brand preference on the basis of the existing theory. The fourth part is model building and data analysis. It puts forward the impact of brand experience on brand preference and some hypothesis, through literature method and questionnaire method to construct the measurement scales, through EFA and CFA empirical analysis, demonstrating the existence of various potential variables, then using the structural equation model to test the relationship hypothesis of the effect of brand experience on brand preference. The fifth part puts forward the summary of the research conclusion and research prospects.The innovations of this thesis are as follows: around the brand experience and brand preference to build brand experience and brand preference model, using EFA and CFA empirical analysis to prove the existence of various potential variables, using the structural equation model to test the theoretical hypothesis of the effect of brand experience on brand preference, pertinently bringing forward some methods and measures to adopt effective brand experience marketing, enhancing consumer's brand preference.The conclusion of the thesis is the following: enhancing consumer's brand preference must begin from developing consumer brand experience, building brand experience and preference model, and according to the change of consumer demand for a product or service timely improving the model. By improving the brand experience to enhance consumer's brand preference, thus contributing to consumer behavior, it is the powerful measures to obtain consistent preference of the brand.