Research On The Impact Of Chinese-Honored Brands’ Brand Experience On Brand Knowledge And Brand Attitude

Chinese-honored brands(CHB) indicate the enterprises whose products, services and techniques have been inherited for a long time. These enterprises also own uniquely traditional culture and are approved by the society. However, being lack of managing experience and creativity, some CHB’s state of operation are going downhill in the unstable business environment. As is shown in the investigation held by Chinese Ministry of Commerce, most of CHB are facing the situation of brand aging. Therefore, solving the problem of CHB’s brand aging is pressing.Some scholars hold the idea that consumers’ aging is the only cause for brand aging. Thus, the key to solve aging problem is changing consumers’ cognition of CHB. In consumer learning theory, persistent process of learning is the way to gain one brand’s knowledge. The process of consumer’s cognition is complicated and experiential learning has been one of the most significant ways for learning. Hence, brand experience and brand knowledge are the variables in this study. Moreover, as brand attitude influence consumers a lot and CHB enterprises also care it, brand attitude is chosen as the 3rd variable in this study.In this study, I discuss the relationships between brand experience, brand knowledge and brand attitude. And I analyze brand knowledge’s mediating effect between brand experience and brand attitude. The data of study are collected by questionnaire survey and they are been analyzed by SPSS 18.0. In conclusion, there are four results of data analysis:(1) Most of brand experience’s dimensions have significant effects on brand knowledge.(2) The four dimensions of brand knowledge have significant effects on brand attitude’s three dimensions.(3) Most of brand experience’s dimensions have significant effects on most of brand knowledge’s dimensions.(4) Brand knowledge has mediating effect between brand experience and brand attitude.In the end of this study, I amend the model by the results of data analysis. In addition, I propose some advices for CHB enterprises, through which they may make better marketing strategies and solve the problem of brand aging.