品牌体验价值对品牌资产影响的过程机理

The Dynamic Effects of Brand Experience Value on Brand Equity

品牌资产的提升是现代企业营销努力的重要目标之一,不同于以前研究者从营销组合变量出发,该研究基于消费者体验的视角,分析消费者品牌体验价值如何对品牌资产发挥作用;并加入消费者购买经历和卷入程度作为调节变量,观察不同购买经历和卷入程度水平下,品牌体验价值对品牌资产的影响作用的差异。实证结果表明:品牌体验价值的4个维度感官体验价值、情感体验价值、社会体验价值和知识体验价值对品牌资产的3个维度品牌忠诚、感知质量和品牌联想具有广泛的影响关系;同时,在不同的消费者购买经历和卷入程度水平下,其影响力的大小存在差异。

Enhancing brand equity is one of the important marketing goals of modern enterprises.Based on the consumer experience perspective,this paper studes the impact of consumer＇s brand experience value on brand equity.Customer experience and involvement are two moderating factor added into the effecting model and the effects are researched under different levels of customer experience and involvement.Empirical results show that the four dimensions of brand experience value（sensory experience value,emotion experience value,social experience value and intellectual experience value） have a general impact on the three dimensions of brand equity（brand loyalty,perceived quality and brand association）.The impacts are different under different customer experience and involvement levels.The managerial insights are discussed as well.