The Influence Of New Luxury Brand Experience Learning Process On Brand Resonance

The popularity of New Luxurism has been accompanied by a widening range of accessible luxury offers from firms. These new offers are often targeted to the middle class or lower class. New luxury has been positioned between traditional luxury and middle-range products, which still enjoy a reasonable level of perceived prestige and strong experience, but at the same time, they are sold at prices that are only slightly above those of comparable middle-range products. And because of its special positioning, it has been more attractive for consumers. The marketing of new luxury goods has become increasingly complex, being associated not only with conveying an image of quality, performance and authenticity, but also with attempting to sell an experience by relating it to the lifestyle constructs of consumers. Consumers demand an experienced-based marketing that emphasises interactivity, connectivity and creativity. They get their brand knowledge not from what they see and hear, but a comprehensive process of experience. Experiential learning process is the most important way of consumer learning, which has a considerable influence on consumer behavior and brand relationship.This research consists of two parts----qualitative study and quantitative study. The first part proposed a qualitative study to investigate new luxury experience dimensions of Chinese consumers on the basis of literature and focus group interviews. The second part proposed an empirical study to test and verify the positive influence of experience learing process on brand resonance. The results divided new luxury experience into five districts----aesthetic experience, enjoyment experience, interactive experience, affective experience and prestige experience, which provided a theory foundation for future research.The empirical study results suggested that a) brand experience has a positive influence on brand knowledge and b) brand experience has a positive influence on brand resonance; c) brand knowledge has a positive influence on brand resonance. Second, it examines the mediating role of brand knowledge between brand experience and brand resonance. We confirmed the hypothesis of this study.On the basis of the results, we suggest that new luxury brand should develop their brand equity on the emphasis of experience marketing strategies, products and brand communication. The pracititioners can investigate their brand performance from experiential perspective and find their target markets, so that they can perform well in the market.