品牌体验对品牌忠诚的影响研究

Effects of Brand Experience on Brand Loyalty

采用文献回顾、问卷调查、深度访谈等研究方法,确定了衡量品牌体验的3个维度:实用认知体验、外观体验、广告体验。在此基础之上建立了品牌体验各维度对品牌忠诚的影响机制模型,对该模型进行了实证检验。结果表明,品牌体验量表具有良好的信效度;品牌体验各维度对品牌忠诚存在不同的影响效应。

Based on the literature review, questionnaire and qualitative research, brand experience is divided into 3 dimensions： cognitive and practical experience, the experience of appearance and advertising experience. The Structural model of each dimension of brand experience affecting brand loyalty is constructed. The model is tested by empirical research. Empirical results indicate that, the measurement model of brand experience has acceptable levels of reliability and validity; each dimension of brand experience has different effects on brand loyalty.