The Influence Of Brand Experience On Post-80s And Post-90s Consumers Brand Loyalty

With the development of economy and the improvement of people's quality of life,consumers not only need the beverage to be nutritious and delicious,but also hope to have a specific effect to improve the quality of life.Therefore,in recent years,the global functional beverage market is booming,and the functional beverage market in China is growing strongly.The main target group of functional drinks is post-80 s and post-90 s consumers.How to improve customer satisfaction and brand loyalty through brand experience optimization has become the key for enterprises to seize market share.This paper focuses on the impact of brand experience of functional beverages on brand loyalty of post-80 s and post-90 s consumers.Referring to the existing research results,this paper constructs the theoretical model with brand experience as independent variable,brand loyalty as dependent variable and customer satisfaction as intermediary variable.Choose the appropriate maturity scale for functional beverage industry,collect questionnaires from 80/90 post-consumer through questionnaire survey,carry out research through empirical analysis and other methods,explore the impact mechanism of functional beverage brand experience on brand loyalty of 80 and 90 post-consumer.Empirical research results show that: functional beverage brand experience has a significant positive impact on the behavioral loyalty of post-80/90 consumers;some dimensions of functional beverage brand experience have a significant positive impact on the attitude loyalty of post-80/90 consumers;customer satisfaction plays a mediating role between brand experience and post-80/90 consumer brand loyalty;post-80/90 consumers have brand experience and brand loyalty.Customer satisfaction is differentiated in all dimensions.