品牌体验对品牌忠诚度的影响机理研究──以诺基亚品牌调查为例

Research on Impact Mechanism of Brand Experience on Brand Loyalty——On the Analysis of Nokia

在如今的体验经济时代,品牌体验越来越多地受到学者和企业的关注。该文就是以此为基础,分析品牌体验与品牌忠诚的关系。不同于现有文献多采用Schimitt的SEMs模型的五个维度测量品牌体验,本文以全球著名手机品牌"诺基亚"为例,通过回归分析实证研究方法,以功能性体验、情感性体验和自我表达体验作为衡量品牌体验的三个维度,探究了品牌体验对品牌忠诚的影响机理。研究结论为后来者对品牌忠诚的影响因素研究提供了一定的参考价值,对企业的营销实践活动具有现实的指导意义。

In today’s experience economy era, more and more scholars and businessmen concern about the brand experience. Based on this, we analyze the relationship of brand experience and brand loyalty. Unlike the existing literatures which all used Schimitt’s five dimensions model of SEMs to measure the brand experience, this paper studies the impact mechanism of brand experience on brand loyalty from three dimensions of brand experience: functional experience, affective experience and self-expression experience. It takes the world’s leading mobile phone brand "Nokia" as an example, and adopts empirical research methods, such as regression analysis. Based on the results, this study concludes the practical and academic implications for enhancing brand loyalty in marketing.