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

As the global mobile industry rapid development,the smartphone industry achieved rapid growth in China.People is higher and higher for dependent on cell phones,for cell phone operability and humanized design and use requirements also more and more high,and how to enhance the reliance of the consumers for mobile phone brands and use of viscosity,improve customers' brand loyalty,has become the focus of companies.Brand experience is a form of experience marketing,is a kind of consumer experience for brand,relatively better than other experience,brand experience more focused on consumer perception of the brand,make consumers in the process of to provide experience for enterprises to provide intuitive understanding,perception of the quality of products and services to customers to make a subjective evaluation of brand products,and gradually establish emotional connection in the brand,form brand rely on even the brand loyalty.Consumers for smartphone brand experience,has become the important factors affecting the consumer choose smartphone brand.This article will brand experience and brand assets linked to these two concepts,based on the basis of forefathers' research,first of all,the smartphone industry,brand experience and brand equity related theory review,lay a solid theoretical foundation for the future study;Then combining with the characteristics of the smartphone industry on the impact of brand experience on brand equity research model is set up,building scale and the research hypotheses and the model was empirically tested.Through empirical test,this paper proves that the brand experience has a significant effect on brand equity,but the influence between the dimensions and there are different.Among them,the relevant experience of brand experience the four dimensions of brand assets have a significant impact,and Other three dimensions,respectively,have significant effects on the three dimensions of brand equity.In addition,this study also needle smartphone user groups mainly introduced the characteristics of the consumer age as a moderator variable of the model,discussed in view of the consumers of different ages,the impact of brand experience on brand equity.