Brand Experience: Formation And Its Impact On Brand Equity

Economic development takes modern society from product economy and serviceeconomy into the era of experience economy. Experience is given the value andbecome consumption gradually. In recent years, the rapid development of China'stourism industry is the manifestation of the rapid experience economic development.Experience is everywhere and there are quite a lot attracted by the fame. Peoplesearch and use the well-known, excellent products by a variety of ways such as media,word of mouth, experience or friend. The process of use is the process of experience.In the present study, we theoretically defined experience of well-known products asthe brand experience.Brand experience can not be separated from the background of the brand era andin this era many consumers are almost no brand no consumption. At this point, thebrand has assumed many functions. For consumers, the brand store and represent theenterprise's reputation and image, high reputation of the brand as a contract, reducingthe risk of consumers' purchasing; brand stands for quality of their products,personality and other aspects of property and consumers identify the products theyneed through the brand. Brands are the performance tools of identity and personalimage and reflect the individual's self-worth. The arrival of the experience economygives brand the content of experience and experience value. Consumer can experiencemany of its inherent content by brand. Brand experience obtains consumer resourcefor the enterprise in competition of consumer as the core in market and firmly graspthe minds of consumers. Its root is in its accurate brand experience elements designand brand experience value meeting consumer demand. However, we are able to seemany enterprises imposing the hat of the brand experience on their products in orderto cater to the fashion of management, without the actual content of brand experience,with little success.Questions in brand experience management practice supply a lot of researchtopics for the theoretical study of brand experience: What is the brand experience, itsimpact factor and what does it effects on. Although there is part of brand experienceof research in foreign country, it has limitations on the depth or breadth. It need moreresearch and need to test for Chinese consumers. Brand experience is effected bymany factors, including objective and subjective(namely the individual characteristics)factors. Which objective and subjective factors have effects on brand experience?Brand experience is a variable based on consumer psychology, whether it impacts onconsumer-related marketing assets and which marketing assets? Many of these issuesneed to make in-depth theoretical analysis and empirical research. The research conclusions of the above problems can enrich basic theory of brand experience andbrand experience management practice requires the theory of brand experience. Underthe background of brand and experience economic development, China's enterprisesare in the rapid promotion and need more brand experience theoretical guidance. Thecurrent lack of in-depth theoretical study of brand experience at home and abroadmake a far cry from the brand experience rapid development of management practices.This study expands around brand experience as core concept and the main content ofthe study:Dimensions of brand experienceTheory of experience and customer experience is the basic of brand experience.Researchers have consistent recognition to customer experience and we define theconcept of brand experience on the basis of previous concept of customer experienceand brand experience. Dimension of the brand experience is the core variable in thisstudy and we initially proposed dimensions of brand experience on the basis ofliterature. Dimensions of brand experience are conformed through questionnaires andpre-determine in the pre-study. Four dimensions are finalized including sensoryexperience, emotional experience, cognitive experience and relationship experience.Factors affecting brand experienceResearch has three aspects, the firstly, we analyze the objective physicalelements affecting brand experience. This part used qualitative research methods,through semi-structured questionnaire survey, widely collected views of consumersthrough open-ended questionnaire survey. The answer text is analyzed and sorted,summed up the main influencing factors. The second is the effects of regulatory focusfit to brand experience. The effect of grouping of the different match types on brandexperience is studied and further refines the research of impact on various dimensions.The issue is analyzed by the method of consumer experiments and designed twostages consumer experiments of before and after purchase. We test the effects ofregulatory focus on brand experience in different stages of pre-and post-purchase.Third is the relationship between attachment and brand experience. Relationshipattachment is a variable to reflect brand relationship between consumers and brandsand the strength of this relationship may affect the consumer brand experience.Research data obtained through questionnaires is used in the structural equationmodels.The effect of brand experienceThis study analyzes the effect of brand experience on purchase intention andbrand equity. To consider the integrity of the structural equation model, the influenceon purchase intention and the relationship between attachment and the brandexperience are in one model, as a part. Impact of brand experience on brand equity isbuilt in a structural equation model as a separate chapter to research and write. We use the concept and measurement of consumer-based brand equity (CBBE) and study theimpact of brand experience dimensions on the brand equity dimensions and theinfluence difference in different consumer context. Research through consumersurveys, due to the complexity of the data and the model path, we chose to use the testbased on partial least squares structural equation model after building a structuralequation model.Innovation of this study is mainly reflected in:First, the study focuses on the psychological mechanisms of consumer brandexperience. In exploration of objective factors affecting consumers' brand experience,from a consumer perspective, we use open-ended survey questionnaire. Weunderstand in-depth of the consumer's heart, and tap the practical impact of theexternal elements of the brand experience.Brand experience is the result of interaction of consumers and external factors inthe roots. This article based on regulatory focus theory, research the effect ofregulatory fit of consumer and brand advertising information on their brandexperience. In line with brand experience formation process, it explains therelationship of consumers experience process and external factors.Relationship attachment is a variable that reflects the relationship betweenconsumers and brands and some scholars have proposed that brand experience canenhance the relationship between consumers and brands. This study tests its impact onbrand experience using survey data.Brand experience is a psychological outcome and process of consumers insideand outside factors working together. It has a more direct impact on brand equitydimensions such as brand association, brand preference and brand reputation andother brand assets. Brand experience is multi-dimensional and its dimension hasdifferent influence on dimensions of brand equity. This study explores the differencesand trying to find the moderate variables affecting this difference.Finally, from a practical point of view, this study combined the theory andpractice. Experiments and questionnaires are actual brand in the industry and providea reference for industry brand management. Many of the operating variables in theexperiment can become a reality. Business managers and marketing personnel canimprove consumer brand experience and brand equity by the tactic. Important meansare provided to enterprises in actionable ways to enhance the consumer brandexperience.