The Discussion Of The Relationship Between Brand Identity, Brand Experience And Brand Loyalty

Brand loyalty has always not only been an important issue in brand research, but also the pursuit of business objectives. With the establishment of the service economy and the development of experience economy, consumer brand experience and identification is of the growing importance. Meanwhile, the formation of long-term positive feelings for the brand and voluntary attitude has become the prerequisite and basis of formation and development of brand loyalty.Based on the perspective of brand love, this study discusses the relationship between brand experience, brand identity and brand loyalty. Firstly, we review the concept theories of brand experience, brand identity, brand love and brand loyalty. Secondly, in order to form suitable for the scale of this study for the questionnaire survey, we adopt and modify the maturity scale of relevant variables in the existing literature. Then, using the analysis software of SPSS20.0 and AMOS17.0, we analysis the data in the questionnaire, test and verify the research model and hypothesis, and through independent sample t-test and one way ANOVA test, we find out the individual’s influence on each variable.Basically, results of this research study validates the concept and related assumptions.The main research findings were as follows: Firstly, brand experience has significant positive effects on the brand love(including brand trust and brand passion and brand attachment);Secondly, brand identity has some significant positive influence on brand love,even only has significant positive influence on the dimension of brand attachment; Thirdly,brand love(including brand trust and brand passion and brand attachment) has significant positive influence on brand loyalty; Finally, the brand love plays an important role in the relationship between brand experience, brand identity and brand loyalty.