品牌体验对品牌忠诚的影响研究  

Effects of Brand Experience on Brand Loyalty

作　　者：邱宏亮[1,2] 吴雪飞[1] 翁栋[1] 

机构地区：[1]浙江旅游职业学院工商管理系,浙江杭州311231 [2]浙江工商大学工商管理学院,浙江杭州310018

出　　处：《沈阳大学学报（社会科学版）》2013年第1期22-25,共4页Journal of Shenyang University:Social Science

基　　金：教育部人文社会科学基金资助项目(12YJC630041);浙江省社会科学基金资助项目(11ZJQN053YB);浙江省社会科学界联合会"民生调研协作攻关"项目(2011XN27);浙江省老龄科研中心规划项目(ZRCA201112)

摘　　要：采用文献回顾、问卷调查、深度访谈等研究方法,确定了衡量品牌体验的3个维度:实用认知体验、外观体验、广告体验。在此基础之上建立了品牌体验各维度对品牌忠诚的影响机制模型,对该模型进行了实证检验。结果表明,品牌体验量表具有良好的信效度;品牌体验各维度对品牌忠诚存在不同的影响效应。Based on the literature review, questionnaire and qualitative research, brand experience is divided into 3 dimensions： cognitive and practical experience, the experience of appearance and advertising experience. The Structural model of each dimension of brand experience affecting brand loyalty is constructed. The model is tested by empirical research. Empirical results indicate that, the measurement model of brand experience has acceptable levels of reliability and validity; each dimension of brand experience has different effects on brand loyalty.

关 键 词：品牌体验 品牌忠诚 顾客满意 

分 类 号：F045.1[经济管理—政治经济学]