TITLE:
Research on the Influence Factors of Brand Experience on Consumers’ Brand Loyalty
AUTHORS:
Xi Zhang
KEYWORDS:
Brand Experience, Consumers, Loyalty, Factors Research
JOURNAL NAME:
Open Journal of Business and Management,
Vol.7 No.2,
March
28,
2019
ABSTRACT: With
the development of society, the world has entered the era of brand internationalization.
Brand is the soul of the market, at the same time, brand loyalty, as an
important part of brand, has also received attention from many scholars.
Customers can clearly measure the brand perception of product through
consumption experience, which consists of sensory experience, emotional
experience, thinking experience, action experience and related experience. At
present, most business models also depend on these five experiences. This paper
explores the relationship between these five experiences and brand loyalty
through a questionnaire survey based on the example of M-Zone.