An Empirical Study On The Impact Of Brand Experience On Brand Evangelism

In the digital era,the purchase path of consumers has changed,and the highest purchase path of consumers has risen to a higher level of support behavior-evangelism.Therefore,it is essential to cultivate evangelists who highly love and strongly evangelise the brand,if an enterprise wants to maintain long-term competitiveness.Moreover,with the vigorous promotion and popularization of national fitness,people are perfectly willing to engage in sports and fitness,which promotes a surge in the consumption of sporting goods,especially in the category of sports shoes and sportswear.The active recommendation and advocation of consumers is the key to obtain higher commercial value for sports brand enterprises.How to make consumers perceive an extraordinary consumer experience in marketing interaction and how to transform consumers into brand evangelists are the top priority of sports brand enterprise marketing,meanwhile,these issues are also worthy of in-depth discussion in academic research.Therefore,based on the perspective of experience theory,combined with social exchange theory,identity theory and perceived value theory,the following questions are studied and answered.What kind of brand experience can generate brand evangelism? How does this path work? Is it easier for consumers to identify with a brand and evangelise it on the basis of brand experience? Will the practical value and social value have a moderating effect on consumer brand experience and brand evangelism? The answers to these questions which has important practical significance,can provide effective brand management suggestions for enterprises to cultivate brand evangelists.Based on the induction and analysis of related theories and previous research results,this research uses empirical research methods and uses SPSS25.0 and Amos21.0 statistical analysis software to analyze the collected data.The empirical research results are as follows:The main results are as follows:(1)the four dimensions of brand experience have a positive impact on brand evangelism.(2)Both the affective experience dimension and the behavioral experiences have a positive impact on the consumers' self-brand identification dimension and social brand identification dimension ofconsumer brand identification.The sensory experience dimension can significantly affect consumer self-brand identification,while the intellectual experience can significantly affect social brand identification.(3)Both dimensions of consumer brand identification have a significant positive impact on brand evangelism.(4)Consumer brand identification plays a partial intermediary effect between brand experience and brand evangelism.Consumers' self-brand identification plays an intermediary role in the relationship between brand experience and brand evangelism,however consumer self-brand identification does not play an intermediary effect between intellectual experience and brand evangelism.Social brand identification plays an intermediary role in the relationship between brand experience and brand evangelism,however social brand identification does not play an intermediary effect between sensory experience and brand evangelism.(5)Social value has a mediating effect between brand experience and brand evangelism.Practical value has a mediating effect between intellectual experience and brand evangelism.This study holds that enterprises operating sports products should enhance the the uniqueness,diversity,functionality of products and create the sense of resonance between consumers and sports brand products.Enterprises can attract consumers by creating innovative marketing campaigns,by creating attractive brand connotations and brand fan circles.It will further strengthen consumers' emotional identification and satisfy consumers' practical utility and social utility,and finally achieve the goal of transforming consumers into brand evangelists.