Research On The Influence Of Brand Experience On Brand Evangelism

The development of the current mobile Internet has indeed brought huge dividends to the major industries,but the flood of information,product homogeneity also followed.In this context,whether the enterprise can establish a good relationship with consumers has become the core competitive advantage of the enterprise brand.Consumer brand evangelism behavior is the progressive study of brand experience,which discusses the relationship between consumers and brands at a higher level.In other words,a quality brand experience can promote consumers' love and even praise for the brand,but there is little research on the influence between the two.At the same time,high-quality brand experience will enhance consumers' brand emotion and brand trust,in which consumers' personality characteristics play a certain role.Therefore,it is of practical significance to explore the influence of brand experience on brand evangelism to guide consumer behavior.By establishing the influence model between brand experience and brand evangelism,this paper discusses the following three issues: first,the influence of brand experience on brand evangelism.Second,introduce brand emotion and brand trust as mediating variables to explore how they affect brand experience and brand evangelism.Finally,in addition to emotion and trust,personal characteristics of consumers are also included in the discussion.By referring to relevant research,this paper further discusses the conscientiousness of consumers' personal characteristics.In this paper,the research scope is defined as the smart phone market,and the empirical analysis results show that: brand experience has a positive and strong influence on the effect coefficient of brand evangelism is 0.543;The strength of brand trust and brand emotion will indirectly affect the role of brand experience in brand evangelism.The conscientiousness in the personality traits of consumers has a positive effect on the brand trust and brand emotion,and then affects the brand evangelism.Finally,the research conclusion is summarized and the reasonable marketing Suggestions are put forward.The full text includes 7 figures,29 tables and 84 references.