消费者品牌体验文献综述

Literature Review of Consumer Brand Experience

社会现已经进入体验经济时代,仅仅是感官的满足已经不能达到消费者的消费目的,消费者需要获得品牌体验来满足自己对产品的全面了解从而促进消费行为,于是品牌体验成为企业的发展重点及国内外学者的研究热点。由相关文献可以看出,学者对品牌内容的理解较为宽泛,对品牌体验的维度划分有所出入,均偏向对自身领域的适用性及前人理论的延伸,多与品牌忠诚度及品牌满意度等因素进行关联研究,并取得丰富成果,鲜有对品牌体验的单独研究。基于此,对国内外品牌体验概念、维度及研究方向的研究进行文献回顾与展望,通过对学者研究的汇总梳理与对比分析,从品牌体验的概念、研究内容、研究结果、研究区域四个方面提出关于品牌体验的研究建议,指出贴近国情,注重实践的研究方式,为品牌体验未来的研究提供建议与方法。

The society has now entered the era of experiencing economy. The satisfaction of the senses only can no longer meet consumer’s diverse consumption goals. Consumers need to obtain favorable brand experience to satisfy their comprehensive understanding of the products and promote consumer behavior. Therefore, brand experience has become the development focus of a given company and a research hotspot of scholars at home and abroad. It can be seen from the literature that scholars have a broad understanding of brand content, and there are discrepancies in the division of brand experience. They are biased towards the applicability of their own fields and the extension of their predecessors’ theory, in favor of brand loyalty and brand satisfaction. Other factors have also weighed in related research, with fruitful results achieved. However, there are few separate studies on brand experience. In light of these, this paper reviews and prospects related research on the concept, dimension and research direction of brand experience at home and abroad. Through a summary and comparative analysis of previous research, we put forward suggestions for future research on brand experience and propose a research paradigm that takes into account the national conditions and practices, with a view to informing future researchers in the realm of brand experience.