Analysis On The Influence Mechanism Of Beverage Brand Experience On Brand Loyalty

Today in the21st century, the competition of brand is more and more fiercer, thedegree of homogeneity of products or services is increasing, and customers are morerational when they face consumption, human economic society enters the era ofexperience economy. Customers put forward higher requirements on brand experienceexcept the requirements of function, quality and price of products or services. In theprocess of r brand experience, the brand makes a good impression on customers bygratifying them. With the improvement of customer perceived value and the degree ofcustomer satisfaction in the continuous process of consumer brand experience, brandloyalty will be formed in customers’ mind. Therefore, the enterprise will create moreprofits.At present, we conduct the study on the influence of brand experience on brandloyalty according the diverse industry background. However, the research about theherbal tea industry is still seriously deficient. I research the impact mechanism ofbrand experience on brand loyalty mainly according to the analyses of the herbal teaindustry. This paper is to study the effects of brand experience on brand loyalty. Inorder to study the effects of brand experience on brand loyalty, initial model dividesthe brand experience into four dimensions: sensory experience, emotional experienceand practice experience, and associated experience, and divides brand loyalty intoattitude loyalty and behavior loyalty in which we regard four dimensions of brandexperience as the independent variable, two dimensions of brand loyalty as thedependent variable, the perceived value and customer satisfaction as the interveningvariable. During the study, we find that the survey data of brand experience behavioris unreasonable. Brand experience behavior may be not suitable for measuring thebrand experience of the beverage industry and this speculation has theoretical support.Therefore, we remove the dimension of brand experience and use structural equationmodel to continue to analyzing the rest of the three dimensions of brand experience. However, we also find the date does not support the dimension of brand emotionalexperience in the process analysis. So we abandon the dimension of brand emotionalexperience when we modify the model. This study concludes the impact mechanismof brand experience on brand loyalty after several model revisions.The main conclusions of this study are:1. Every dimension of brand experience does not conduct an immediate directimpact on the brand loyal, the brand experience can only experiencedimension related to attitudinal loyalty through a direct impact, but theimpact of the effect is relatively small, the path coefficient is only0.19.2. Most of the t influences of brand experience on brand loyalty, which arecreated by the intermediary effect of perceived value and customersatisfaction, are indirect. The indirect influence coefficient of sensoryexperience on attitude loyalty and behavior loyalty are0.69and1.28,respectively. And the indirect influence coefficient of related experience onattitude loyalty and brand loyalty are0.11and0.1, respectively.3. Brand sensory experience has the greatest total influence on both brandattitude loyalty and brand loyalty in the total effect, and In the total effect theinfluence coefficients up to0.69and1.28respectively. The total impactcoefficients of related experience on brand attitude loyalty and brand loyaltyreach0.3and0.13. It is obvious that the total influence of sensory experienceon brand loyalty is greater than that on brand attitude loyalty, while the totalinfluence of related experience on brand loyalty is less than that on brandattitude loyalty.