How college students in China view brand experience, brand personality and brand love: Moderate effect of product involvement

• Autor(a) principal: Yuan Jing
• Data de Publicação: 2019
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/19171
• topic: Brand personality; Brand experience; Brand love; Product involvement; Marketing; Marca; Comportamento do consumidor -- Consumer behavior; Satisfação do consumidor; Tomada de decisão; China

In recent years, with the improvement of residents' consumption level and the development of the Internet era, the needs of consumers have begun to change. Technology has greatly changed the consumption habits of young consumers. People begin to pursue higher-level needs. When consumers buy products, they not only pay attention to the quality of the products, but also to the wonderful consumption experience brought by the products or brands. Brand experience has become an important variable affecting consumer decision-making. Existing research show that customer experience has importance impact on brand love and purchase behavior. However, there is little attention paid to the antecedents of the brand experience and there are few scholars studying on the connection between brand personality, brand experience and brand love. Consequently, the purpose of this study is to explore the connection between brand personality, brand experience, brand love. The relationship model between the three is constructed based on the previous research. Then we supposed corresponding hypotheses and designed questionnaire, we analyzed the collected data by spss24.0 and draw conclusions : brand personality had a significant positive correlation with college students' brand love and five dimensions of brand experience (affective experience, social identity experience, creative cognitive experience, morality experience, sensory experience) ; These five dimensions of brand experience could positively impact on brand love and could mediate the influence of brand personality on brand love. Product involvement was a regulatory effect in the connection between brand personality and brand love, brand experience and brand love.