Research On The Impact Of Brand Experience On Brand Relationship Quality

Nowadays,the phenomenon of homogenization of marketing mode is serious,but consumer consumption is more rational and more diversified.The coming of experience brings hope for all walks of life.Liquor enterprises have also joined the ranks of experience marketing.Luzhou Laojiao three people,using the Internet and making full use of experience marketing mode,have created a miracle in liquor making industry.On this basis,Luzhou Laojiao further deepens the brand experience idea,establishes Luzhou Laojiao wine making experience hall,and deepens the brand experience ideas with the aid of offline experience and online sales model,in order to establish a good relationship between brand and consumer.Brand experience is a kind of experience marketing.Consumers have an intuitive understanding of their products in the interaction with the brand,and can positively motivate customers' positive attitude and emotion,and further realize brand loyalty.This paper,based on the characteristics of liquor products and the previous research,takes Luzhou Laojiao wine experience Museum as the research object,establishes the research model of different levels of brand experience on different degree of brand relationship quality,through empirical analysis in the different stages of the relationship between consumers and brands,which of the different dimensions of brand experience is dominant.Different dimensions of brand experience to different stages of brand relationship quality: brand feeling.The impact on brand perception,brand emotion and brand loyalty.The paper makes clear whether the brand experience is helpful and how to improve the quality of brand relationship,so as to provide some suggestions for the relationship between liquor brand promotion and consumers,and give practical guidance from the theoretical level.Through the empirical test,the paper can generally conclude that the Luzhou Laojiao wine making experience hall can create an effective brand experience,which can improve the relationship quality between consumers and brands.Brand experience has a significant impact on brand experience from four levels of shallow and deep,of which high experience is the greatest impact on brand experience,while low experience,indirect experience and moderate experience have a gradual decrease in brand perception.Moderate experience,high experienceand low experience have a significant positive impact on brand emotion.Among these three dimensions,the greatest impact on brand emotion is moderate experience,followed by high experience and low experience.Moderate experience and high experience have a significant impact on brand loyalty,and moderate experience is the biggest influence of emotional experience on brand loyalty.For Luzhou Laojiao wine making experience Museum,it can be focused on the relative brand experience planning,so as to help them establish a stable and stable brand relationship with the target group.Finally,based on the empirical conclusions,this paper puts forward some feasible suggestions to improve brand experience,so as to provide theoretical guidance for Luzhou Laojiao liquor making experience hall.