The Empirical Study On The Relationship Between Luxury Experiential Marketing And Customer Brand Loyalty

As China’s economic development enters the new normal state,people’s income and purchasing power have increased steadily.People’s consumption demand for luxury goods is increasing.Despite the current world economic downtown,the luxury market in China shows no sign of weakening but with a steady growth trend.Chinese consumers have gradually become the main group in the global luxury market.In the experience economy era,experience marketing has gradually attracted the attention of experts,researchers and managers in the domestic and overseas,and the relevant research and practice have also gradually increased.In the field of luxury goods,in order to broaden the market scope and improve customer satisfaction and loyalty,businesses also gradually try experiential marketing strategy to keep up with the pace of customers’needs.Therefore,this paper further studies whether the new marketing mode of experiential marketing will affect consumers’ brand loyalty in the field of luxury goods,and what role does perceived value play in the process of influence.On the basis of consulting and combing the research theoretical results of many current scholars,analyze the relationship within experience marketing,perceived value and brand loyalty,this paper constructs the theoretical research framework of the impact of luxury experience marketing on customer brand loyalty based on related theory,which takes perceived value as the intermediary.Create the impact model of experience marketing on brand loyalty.Put forward research hypotheses.The questionnaires were sent to customers of luxury store,443 valid questionnaires have been collected,empirical analysis was carried out with SPSS software based on data analysis.The results show that:(1)Luxury experiential marketing can increase customer’s brand loyalty;(2)Luxury experiential marketing have a significant positive impact on perceived value;(3)Perceived value can increase customer’s brand loyalty;(4)Perceived value plays a partial intermediary role in the influence of luxury experiential marketing on brand loyalty.Finally,it puts forward reference and suggestions for the development and improvement of experience marketing activities of luxury stores.The research results of this paper enrich the research theory of luxury experience marketing and brand loyalty,provide reference and guidance for the development and improvement of experience marketing activities of luxury enterprises,and help domestic enterprises pay more attention to brand construction and the improvement of brand loyalty.