品牌体验、自我展示与品牌至爱——通过非凡体验创建品牌至爱

Brand Experience,Self Presentation and Brand Love: Building Brand Love through Perfect Experience

为了培育消费者对品牌的至爱、狂热和依恋,培养和管理消费者对品牌的"完美"体验是其中的一种重要方式,取得与众不同的品牌体验是品牌管理的中心工作。本文探讨品牌体验对消费者的社会关系构建、自我展示和娱乐享受的影响作用,进而分析这些变量对品牌至爱的影响。研究表明,非凡的品牌体验能够促进消费者的社会关系构建、自我展示和品牌至爱的形成;自我展示和娱乐享受正面影响品牌至爱。

One way of improving consumers＇ brand love,passion and attachment is to cultivate and manage perfect brand experience.The central task of brand management is to acquire brand experience.This article explores the effect of brand experience on consumers＇ social relationship,self presentation and entertainment,and then analyzes the effect of those variables on brand love.Results show that perfect experience can promote consumers＇ social relationship,self presentation and brand love;self presentation and entertainment both positively influence brand love.