The Impact Of Visitors’ Intellectual Experience On Brand Loyalty

As famous “Meetings, Incentives, Conventions and Exhibitions(MICE)” enterprises of Europe and America entered Chinese MICE industry at a faster pace, Chinese MICE industry have seen improved standard and more intensive competition. Exhibitions are involving the organizers, the exhibitors and the visitors. To the MICE industry, visitors are potential customers of the exhibitors, and they are also the lifeline of the MICE brand. The brand experiences of such customer group are the focus of MICE marketing. Visitors have such expectation that they hope they may get in touch with the exhibitors and other visitors to obtain new knowledge or benefits through the exhibitions. That is why professional high-end exhibitions are more and more expected. For this reason, the business objective of MICE enterprises is to create brand loyalty by providing visitors with brand experience centered on acquiring new knowledge and help enterprises present at the exhibitions to better establish good relationship with the targeted customers.In this paper the relevant documents about brand experiences, brand relationship and brand loyalty from academic circles inside and outside China are trimmed. However, no definitive conclusion is reached in any of the existing research on how intellectual experience of visitors act on brand loyalty through brand relationship. To address the problem, this paper based on the experience of visitors, studies how intellectual experience of visitors at the MICE activities work on brand loyalty through the mediating variables of brand relationship and the mechanism of action. Combining the document study and the empirical study, this paper takes the visitors of a large-size brand exhibition in Guangzhou as the study objects, with the questionnaires collected, and verifies the study models in this paper. Finally, with the results from the empirical study, conclusion and management suggestions are raised, providing brand strategies to the MICE enterprises, as well as raising new targets for further study.The study results reveal that intellectual experience will not only work on brand loyalty through brand relationship, but also directly act on brand loyalty. Specifically, intellectual experience is positively related to brand loyalty. It will bring new ideas to the MICE industry. Brand exhibitions represent the development trends and level of the whole industry, and the intellectual experience they bring to visitors should cover the newest industrial, products and technical information, so that the visitors will understand the market trends and obtain new enlightenment while purchasing target products. While trying hard to improve the intellectual experiences, the MICE enterprises should fully make use of the brand relationship, by complete and efficient brand management, to win the trust and acknowledge from visitors, and finally the brand loyalty of visitors to such exhibitions will be formed.