Study On The Relationship Of Brand Experience, Brand Love And Brand Loyalty

In marketing literature research, there is no dispute that brand loyalty has great value for the establishment of enterprises' marketing advantage. Studies show that the consumer who has brand loyalty can perceived unique value and is willing to pay more for the brand, brand loyalty can create more market share for enterprises, it can also bring good reputation to the products, attracting new customers.With the increase of consumption levels, consumers' demand is changing too. According to Marlow's hierarchy of needs, when basic needs are met, people begin to pursue a higher level one. So when consumer buys products, she not only focuses on product quality, but also pays more attention to enjoy a pleasant shopping experience during the process. Brand experience has become an important variable for affecting consumers' decision.The research in experiential marketing shows that consumer experience, customer experience and so on have important impact on loyalty and purchasing behavior. Some scholars have proven that brand experience has influence on brand satisfaction and brand loyalty. However, the study was mainly concerned with whether there is positive relationship between the two variables, but paid little attention to the mediator variables in the formation of the relationship between brand experience and brand loyalty. According to the consumer theory of cognitive - emotions - behavior, there may exist construct which associated the brand emotions between brand experience and brand loyalty. Research have proven that brand experience have positive effect on brand love and studies also have shown that, in order to develop consumer brand loyalty, enterprises need to cultivate consumers'positive emotions on the brand, such as brand favorite, brand love and brand attachment. This article attempts to establish a new theoretical framework to make in-depth research between the relationship of brand experience, brand love and brand loyalty. This paper argues that the brand love is a mediator variable between brand experience and brand loyalty. At the same time, product involvement has the regulatory function between brand experience and brand love, brand love and brand loyalty.In review the literature, we determined the various scales of constructs in this study, through pre-research study to determine that mobile phone is high involvement product, and shampoo is low involvement product. In the formal investigation, we used convenience sampling method, we sent 350 questionnaires in two universities and Questionnaires Star Web site, and 306 questionnaires were finally obtained. In this study, we used SPSS16.0 and Amos6.0 tools for data analysis and through regression analysis. We reached these following conclusions:First, brand experience has remarkable positive effect on brand love, at the same time, brand love has significant positive effects on brand loyalty. Extraordinary brand experience will prompt consumers to produce strong feelings for the brand, and promote the formation of brand love. Positive emotional on brand will help to the formation of consumer brand loyalty.Second, brand experience has remarkable positive influence on brand loyalty, and brand love play an intermediary role between brand experience and brand loyalty.Third, product involvement plays a regulatory role between brand love and brand loyalty. Specially, in the low product involvement, brand love has a closer relationship with brand loyalty.The main significance of this study is to make an in-depth study of the relationship between the brand experience, brand love, and brand loyalty. Meanwhile, we verify that brand love plays an intermediary role in the relationship between brand experience and brand loyalty. The study also proved that product involvement makes a regulatory role in the relationship between brand loyalty and brand love. Our result is enriching the brand experience field theory. And this study provides theoretical framework for practitioners to create brand loyalty in the time of experience economy. Through creating a remarkable brand experience, it helps them to promote consumers to produce unique love for brand. Furthermore, it is helpful to cultivate consumers' brand loyalty.