Abstract
Continuous enhancements of the intelligence of electronic products can lead to the homogenization of products and innovation of offline experiential marketing modes. The diversified development of brand sales channels is inevitable, to fulfill the diversified shopping demands of consumers. Based on 226 valid questionnaires, this study conducts empirical research with SPSS and AMOS to examine the impact of experience characteristics on consumer brand identity and brand loyalty. Then, the fanship consumer attribute is added to conduct path-moderating analysis. The results illustrated the following: (a) consumers act and relate experiences, which affects brand cognitive identity; thinking, acting, and relating experiences positively affect brands’ emotional identity; (b) cognitive identity and emotional identity can jointly create brand loyalty, and play a partial mediating role between offline experience and brand loyalty. Finally, the higher the fanship, the higher the consumer identity and the higher the brand loyalty. Overall, this study provides a certain basis for decision-making and suggestions for the offline operation of electronic brands.
Highlights
Smart products are increasingly being integrated into the surroundings and life of consumers, providing more convenience to life
Taking the offline shops of mainstream electronic brands such as Xiaomi, Huawei, and Apple as the research objects, and referring to the five-dimension module of experiential marketing proposed by Schmitt [3], in which the sense experience, feel experience, and think experience are three dimensions of consumers’ self-experience, and the act experience and relate experience are two dimensions of consumers’ interactive shared experience with others, this study explores the impact of the experience characteristics of e-brand offline shops on their brand identity
Identity belongs to the category of sociology, and the concept of brand identity is based on the theory of emotional identity, which has been broadly applied in many disciplines [7]
Summary
Smart products are increasingly being integrated into the surroundings and life of consumers, providing more convenience to life. Schmitt [3] highlighted that offline shops integrated with experience characteristics could better satisfy the shopping and aesthetic needs of consumers, provide sensory stimulation to consumers, and attain the perfect marketing purpose, which is a brand-new marketing mode. Taking the offline shops of mainstream electronic brands such as Xiaomi, Huawei, and Apple as the research objects, and referring to the five-dimension module of experiential marketing proposed by Schmitt [3], in which the sense experience, feel experience, and think experience are three dimensions of consumers’ self-experience, and the act experience and relate experience are two dimensions of consumers’ interactive shared experience with others, this study explores the impact of the experience characteristics of e-brand offline shops on their brand identity
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