A Research About The Impact Of Product Types,Brand Familiarity And Brand Experiences On Purchase Decisions

PurposeIn experience economy era, on the one hand, people will spend more time and money in entertainment; on the other hand, people are no longer purely rational consumers who only pursuit for maximizing the benefits of products they buy now with the concept of consumption changed, they hope to get something that is more personalized and can providing them with emotional experience and pleasure. Thus, experiential marketing have sprung up in many major enterprises, moreover, many of them are benefited from experiential marketing, experiential marketing is becoming a new strategic tool for business development. However, there are so many factors that affect the effect of brand experience, how should we mix the brand experience for experiential marketing to achieve the multiplier effect? In this paper, we dichotomy experience based Schmitt's way, introduce two relatively large impact factors that affect brand developing-product type and period of brand development, try to discuss the following problems by setting the experimental conditions:whether the effect of brand experience marketing will affected by the two factors we have introduced, as well as what is the best combination of brand experience in functional products, what is the best combination of brand experience in hedonic products, what is the best combination of brand experience in different stages of brand development? Results and Conclusions(1) In general, the effect of brand experience marketing in functional products is better than that in hedonic products; at the same time, the effect of sharing experience is better than individual experience in functional products; the effect of individual experience is better than sharing experience in hedonic products.(2) In general, the effect of brand experience marketing in unfamiliar brand is better than that in familiar brand; at the same time, the effect of individual experience is better than sharing experience in familiar brand; the effect of sharing experience is better than individual experience in unfamiliar brand.(3) For the functional products, whether in the early growth period of the brand or the maturity period, the effect of sharing experience is better than that of individual experience, and the effects of sharing experience in two stages of brand development are good, the effects of individual experience in two stages of brand development are poor. For the hedonic products, overall, the effect of individual experience is better than sharing experience. The effect of sharing experience in the brand growth period is better in maturity period, and the effect of individual experience in the maturity period is better than in the brand growth period.The effect of brand experience marketing indeed be subject to product category and brand development. The results of this study indicate that, enterprises in developing experiential marketing time, we should think about the product category and brand development period to conduct the brand experience marketing mixture, thus we can achieve better results.