Brand experiences( sensory,affective,behavioral,intellectual) ,brand personality ( responsible and active),consumer brand relationships(brand satisfaction,brand trust,brand loyalty) are the key brand constructs and their specific dimensions .Research aims to reveal the difference between study result of influence relationships among above mentioned key brand constructs when Chinese consumers are used as objects and the results when foreign consumers were used as objects in the past research,inlcuding verifying the mediation role of brand personality's dimensions in the fluence of brand experience's dimensions on consumer brand relationships'dimensions. And to explore whether individuals' construal level can moderate the effect of brand exprience's dimensions on brand personality's dimensions. Based on the analysis result of 386 Chinese respondents 's quiestionnaires through SPSS, AMOS & PROCESS software,the study suggests all the rest dimensions of brand experiences positively affect brand personalities except no positive influence of intellectual experience on responsible brand personality.Study found sensory rband experience positively affect satisfaction and affective brand experience positively affect trust and loyalty,the brand behavioral and intellelctual experiences have no direct positive influences on consumer brand relationships.The study also found that responsible and active personality have mediation role on the influence of brand experiences on consumer brand relationships. In the meaning while,the study result results show that in the low construal level group,the effect of sensory brand experience on active brand personality is stronger than the same effetc in the high construal level group. Theoratical,managerial and suggestion for the future research are discussed.
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