品牌体验对消费者-品牌关系的影响——品牌心理所有权的中介作用视角

运用实证研究方法 ,以品牌心理所有权为中介变量,检验了品牌体验对消费者-品牌关系强度的影响。研究发现:品牌感官体验、品牌情感体验、品牌思考体验、品牌行为体验均对消费者品牌心理所有权有显著的正向影响;消费者品牌心理所有权对消费者-品牌关系强度的四个维度(承诺、亲密感、满意和自我联结)均有显著的正向影响;心理所有权在品牌体验对消费者承诺、亲密感和满意的影响中起部分中介作用,而品牌体验对消费者自我联结没有直接影响。研究结论有助于企业科学设计体验营销,通过影响品牌心理所有权,提升消费者-品牌关系质量。

Using empirical research method and taking brand psychological ownership as mediate variable, this research tests the impact of brand experience on consumer-brand relationship strength. It is found that： sense experience, affective experience, intelligence experience and behavioral experience have significant positive influences on consumer psychological ownership; brand psychological ownership has a significant positive influence on four indicators of consumer- brand relationship strength （commitment, intimacy, satisfaction and self-connection）; psychological ownership mediates the impact of brand experience on consumer commitment, intimacy and satisfaction partially and brand experience has no direct influence on consumer self-connection. This research is beneficial for enterprises to design experience marketing, and improve consumer-brand relationship through the mediation effect of brand psychology ownership.