Study On The Relationship Of Brand Experience,Brand Attachment And Brand Loyalty

In the current era,the intensification of market competition,the serious homogenization of products and the awakening of consumer brand awareness have made enterprises pay more and more attention to the development of brands.According to relevant literature,many researchers have suggested that brand loyalty plays a very important role in establishing their own marketing advantages.At the same time,in the research on the pre-factors of brand loyalty,scholars have proposed that the brand experience will have an impact on consumers' brand loyalty,but the follow-up on the relationship between the two lacks sufficient research,especially the lack of empirical analysis.In addition,based on the cognitive-emotion-behavior theory,it is known that in the study of brand experience and brand loyalty,it is necessary to add a variable about emotion.In recent years,brand attachment as an important psychological and emotional variable has begun to become a new direction of brand research.The literature has shown that the brand experience will significantly positively affect brand attachment,and the related literature also suggests that brand loyalty is an important outcome variable of brand attachment,but few studies have considered these three variables into consideration.Therefore,this article takes the smart phone brand as an example to explore the influence mechanism of brand experience on brand loyalty from both the overall and the dimensions,and regards brand attachment as a mediator between the two,and in-depth study of the mutual interaction between the three,relationship.Based on the theoretical analysis,the model and hypothesis are established.Through the questionnaire survey method,the SPSS 22.0 and AMOS 17.0 statistical software are used to analyze and hypothesize the sample data.The conclusions are as follows:(1)Brand experience has positive impact brand attachment.Among them,emotional experience,behavioral experience,and thinking experience have positive effects on emotional connection and brand self-association.(2)brand attachment significantly positively affects brand loyalty.Among them,emotional connection and brand self-association will significantly positively affect behavioral loyalty and attitude loyalty;(3)brand experience will significantly positively affect brand loyalty.Among them,emotional experience,behavioral experience,and thinking experience will significantly affect attitude loyalty and behavioral loyalty,while sensory experience does not significantly affect attitude loyalty,but has significant influence on behavioral loyalty;(4)brand attachment in brand experience is loyal to brand Part of the intermediary role plays a role in the process of influence.The main significance of this research is to deeply explore the relationship between brand experience,brand attachment and brand loyalty from the whole and dimensions,and expand the research on the influence mechanism of brand loyalty.At the same time,it also verified the partial mediation of brand attachment,which also opened a new breakthrough for exploring the path mechanism between brand experience and brand loyalty,enriching research in the brand field.The final conclusions and marketing suggestions will also have certain reference significance for the brand building of the enterprise.