Brand Love And Brand Loyalty Research Based On Brand Experence

There is no dispute that brand loyalty plays an important role for enterprises to establish theirown marketing advantage in the existing literature on marketing. Many researchers have proposedthat brand loyalty is important to enterprises. It can enhance the sense of loyalty to the brand ofconsumers, and can have a place in the market. At the same time, it can bring more new customersthrough word-of-mouth spread, and retain customers more effectively.Since the reform and opening up, the consumption level of people has improved continuously,and the demand has changed too. People begin to focus on the pleasure which the process ofproduct experience bring to them. According to the theory of Maslow’s hierarchy of needs, whenthe people’s low level of demand is met, they will pursue a higher level of demand. Therefore, theirattention has changed from the quality of product to the experience of brand. In the existingresearch of brand experience, scholars have proved that the brand experience have an importantimpact on the brand loyalty. However, they paid little attention to the intermediate variables whichwere between brand experience and brand loyalty. Based on this, this article intends to add theintermediate variables of brand love so that we can explore the relationship among brand experience,brand love and brand loyalty better.In this paper, we designed the questionnaire and used the tools of SPSS17.0and AMOS17.0toanalyze the results of the questionnaire, and used a structural equation model to test it. The resultsshow that: the brand experience has a significant impact on the brand love and the brand love hascertain influence on the brand loyalty. Finally, the study puts forward the direction of futureresearch and the inspiration of marketing management to enterprises.