Abstract
Based on the systematic review of existing literature, this paper theoretically demonstrates the relationship between brand experience and brand love, and proposes corresponding hypotheses. Consumers with consumption experience of themed brands were selected as research samples. Hierarchical regression analysis was used to test the effects of sensory, emotional and social experience on brand love, as well as the moderating effect of self-fragmentation on the relationship between surreal experience and brand love. The results show that: The sensory experience, emotional experience and social experience in the surreal experience all have a significant positive impact on brand love. Self-fragmentation plays a positive role in regulating the relationship between social experience and brand love. Self-fragmentation has no significant moderating effect on the relationship between brand love and sensory experience and emotional experience.
Highlights
At present, the influencing factors of brand love include brand identity, brand community, service quality, customer satisfaction, hedonic brand and self-expression brand
Based on the systematic review of existing literature, this paper theoretically demonstrates the relationship between brand experience and brand love, and proposes corresponding hypotheses
The results show that: The sensory experience, emotional experience and social experience in the surreal experience all have a significant positive impact on brand love
Summary
The influencing factors of brand love include brand identity, brand community, service quality, customer satisfaction, hedonic brand and self-expression brand. The existing research on the influence of consumption experience on brand love has some deficiencies in the aspects of influencing factors, forming reasons and how to cultivate brand love. The purchase process and post-purchase evaluation are affected by external environment They have positive feelings about the products and services they have bought. This paper agrees with the definition of Schmitt, that is, brand experience is a behavioral response caused by sensation, perception and stimulus related to brand. This definition is concluded by combining the characteristics of brand experience based on Schmitt’s understanding of experience, which is more consistent with the connotation of brand experience in this study. The article is organized as follows: Literature Review, Proposal of Hypotheses, Research Design, Results and Discussion
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