品牌体验的形成及对品牌资产的影响研究
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摘要
经济的发展把现代社会由产品经济、服务经济带入了体验经济时代，体验逐渐被赋予价值并成为一种消费品。近年来，我国旅游业的快速发展正是体验经济快速发展的一个体现。体验无处不在，在消费者的诸多体验行为中，有相当一部分是慕名体验。通过媒体、口碑、经验或朋友推荐等各种方式，人们寻找和使用知名的、优秀的产品，使用的过程也是体验的过程。在本研究中，我们将对知名产品的体验从理论上界定为品牌体验。
品牌体验的提出不能脱离品牌时代的背景，当今时代下，很多消费者几乎是无品牌不消费。在此，品牌承担了诸多的功能。品牌储存和代表着企业的声誉和形象，高美誉度的品牌作为一个契约，降低了消费者的购买风险；品牌代表着其产品的品质、个性等方面的属性，通过品牌消费者能够辨识出自己需要的产品。品牌还是身份和个人形象的表现工具，能够体现个人的自我价值。体验经济的到来也为品牌赋予了体验的内容和体验价值，消费者可以通过品牌体验其内在的诸多内容。品牌体验在以消费者为核心的市场竞争中为企业获取了消费者资源，牢牢的抓住了消费者心智，其根源在于其准确的品牌体验要素设计和符合消费者需求的品牌体验价值。我们看到很多企业为了迎合管理的时尚为自己的产品和品牌强加了品牌体验的帽子，而无品牌体验的实际内容，结果收效甚微。
品牌体验管理实践中出现的问题为品牌体验的理论研究提出了诸多研究课题：什么是品牌体验，它受到哪些因素的影响，它具有怎么样的影响作用。尽管国外有部分针对品牌体验的相关研究，但其或深度或广度上存在一定的局限性，需要对其进行更丰富的研究，需要针对中国消费者的实际进行检验。品牌体验的影响因素是多方面，包括客观因素和主观因素即消费者个体特征方面的因素，品牌体验受到客观因素和主观因素的哪些方面的影响。品牌体验是一个基于消费者心理的变量，它是否对消费者相关的营销资产产生影响，对哪些营销资产具有影响作用，这些诸多问题都需要进行深入的理论分析和实证研究。对以上问题的研究结论能够丰富品牌体验研究的基础理论，也是品牌体验管理实践的需要，特别是在品牌和体验经济发展的双重背景下，我国企业处于快速提升期，更加需要品牌体验的相关理论指导。本研究以品牌体验为核心概念展开，研究的主要内容有：品牌体验的维度
品牌体验以体验和顾客体验理论为基础，目前对顾客体验有较为一致的认同点，本文在前人对顾客体验和品牌体验概念界定的基础上确定品牌体验的概念。品牌体验的维度是本研究中的核心变量，在文献研究的基础上初步提出品牌体验的维度，并通过问卷调查和预研究确定本研究中品牌体验的维度，最终确定了感官体验、情感体验、认知体验和关系体验四个维度。
品牌体验形成的影响因素
研究从三个方面展开，首先，分析了影响品牌体验的客观物理要素。该部分的研究采用定性研究的方法，通过半结构化问卷进行调查，采用开放式问卷调查广泛征集消费者的看法，对其作答的文本进行分析和整理，归纳出主要的影响因素。二是调节聚焦匹配性对品牌体验的影响，从主客观两个方面出发研究了消费者与品牌的调节匹配性对品牌体验的影响，细化研究对各个维度的影响是否具有差异。该问题通过消费者实验的方法进行分析，设计了消费者购买前和购买后两个阶段的两个实验，检验购买前和购买后不同阶段调节聚焦匹配性对品牌体验的影响。三是关系依恋对品牌体验的影响，关系依恋是反映消费者和品牌之间品牌关系的一个变量，这种关系的强弱是否会影响到消费者品牌体验。研究通过问卷调查获取数据，并建立结构方程模型进行检验。
品牌体验的影响作用
本研究分析了品牌体验对购买意向和品牌资产的影响作用，由于考虑建立结构方程模型的完整性，对购买意向的影响作用和关系依恋对品牌体验的影响作用放在了一个模型中，作为一部分的内容。而品牌体验对品牌资产的影响构建了一个结构方程模型，作为单独的一章来研究和撰写。品牌资产的概念和测量采用了基于消费者的品牌资产（CBBE），分析了品牌体验的各个维度对品牌资产的各个维度的影响，品牌体验对品牌资产的影响在不同消费者情境下影响力的差异。研究将通过消费者问卷调查，由于数据和模型路径的复杂性，构建结构方程模型后，我们选择使用了基于偏最小二乘的结构方程模型进行检验。
本研究的创新点主要体现在：
首先，本研究关注于消费者品牌体验形成的心理机制。在探索影响消费者品牌体验的客观因素时，从消费者角度出发，采用开放式调查问卷的方式，深入了解消费者的心理，挖掘切实影响其品牌体验的外在要素。
品牌体验在根源上是消费者与外界因素相互作用的结果，因此本文以调节聚焦理论为基础，采用消费者和品牌广告信息的调节聚焦匹配性分析其对品牌体验的影响，契合品牌体验的形成过程，解释了消费者体验过程中与外界因素的关系。
关系依恋是反映消费者和品牌之间关系的变量，有学者提出品牌体验能够增强消费者和品牌之间的关系。本研究则以其为前因变量，采用问卷调查的数据检验其对品牌体验的影响。
品牌体验是消费者内心与外界因素共同作用的心理结果和过程，其对品牌联想、品牌偏好和品牌美誉度等品牌资产的维度具有较为直接的影响。品牌体验也是多维度的，其各维度对品牌资产各维度的影响力存在差异，本研究将探索这种差异并试图寻找影响这种差异的调节变量。
最后，从实践的角度，本研究的理论与实践能够有机的结合。实验和问卷调查都以行业中实际的品牌为例，能够为行业品牌管理提供一定的借鉴。实验中的诸多操作变量都可以成为现实中企业管理者和营销人员改善企业的消费者品牌体验和品牌资产的重要手段，能够为企业提供提升消费者品牌体验的可操作的途径。
Economic development takes modern society from product economy and serviceeconomy into the era of experience economy. Experience is given the value andbecome consumption gradually. In recent years, the rapid development of China'stourism industry is the manifestation of the rapid experience economic development.Experience is everywhere and there are quite a lot attracted by the fame. Peoplesearch and use the well-known, excellent products by a variety of ways such as media,word of mouth, experience or friend. The process of use is the process of experience.In the present study, we theoretically defined experience of well-known products asthe brand experience.
Brand experience can not be separated from the background of the brand era andin this era many consumers are almost no brand no consumption. At this point, thebrand has assumed many functions. For consumers, the brand store and represent theenterprise's reputation and image, high reputation of the brand as a contract, reducingthe risk of consumers' purchasing; brand stands for quality of their products,personality and other aspects of property and consumers identify the products theyneed through the brand. Brands are the performance tools of identity and personalimage and reflect the individual's self-worth. The arrival of the experience economygives brand the content of experience and experience value. Consumer can experiencemany of its inherent content by brand. Brand experience obtains consumer resourcefor the enterprise in competition of consumer as the core in market and firmly graspthe minds of consumers. Its root is in its accurate brand experience elements designand brand experience value meeting consumer demand. However, we are able to seemany enterprises imposing the hat of the brand experience on their products in orderto cater to the fashion of management, without the actual content of brand experience,with little success.
Questions in brand experience management practice supply a lot of researchtopics for the theoretical study of brand experience: What is the brand experience, itsimpact factor and what does it effects on. Although there is part of brand experienceof research in foreign country, it has limitations on the depth or breadth. It need moreresearch and need to test for Chinese consumers. Brand experience is effected bymany factors, including objective and subjective(namely the individual characteristics)factors. Which objective and subjective factors have effects on brand experience?Brand experience is a variable based on consumer psychology, whether it impacts onconsumer-related marketing assets and which marketing assets? Many of these issuesneed to make in-depth theoretical analysis and empirical research. The research conclusions of the above problems can enrich basic theory of brand experience andbrand experience management practice requires the theory of brand experience. Underthe background of brand and experience economic development, China's enterprisesare in the rapid promotion and need more brand experience theoretical guidance. Thecurrent lack of in-depth theoretical study of brand experience at home and abroadmake a far cry from the brand experience rapid development of management practices.This study expands around brand experience as core concept and the main content ofthe study:
Dimensions of brand experience
Theory of experience and customer experience is the basic of brand experience.Researchers have consistent recognition to customer experience and we define theconcept of brand experience on the basis of previous concept of customer experienceand brand experience. Dimension of the brand experience is the core variable in thisstudy and we initially proposed dimensions of brand experience on the basis ofliterature. Dimensions of brand experience are conformed through questionnaires andpre-determine in the pre-study. Four dimensions are finalized including sensoryexperience, emotional experience, cognitive experience and relationship experience.
Factors affecting brand experience
Research has three aspects, the firstly, we analyze the objective physicalelements affecting brand experience. This part used qualitative research methods,through semi-structured questionnaire survey, widely collected views of consumersthrough open-ended questionnaire survey. The answer text is analyzed and sorted,summed up the main influencing factors. The second is the effects of regulatory focusfit to brand experience. The effect of grouping of the different match types on brandexperience is studied and further refines the research of impact on various dimensions.The issue is analyzed by the method of consumer experiments and designed twostages consumer experiments of before and after purchase. We test the effects ofregulatory focus on brand experience in different stages of pre-and post-purchase.Third is the relationship between attachment and brand experience. Relationshipattachment is a variable to reflect brand relationship between consumers and brandsand the strength of this relationship may affect the consumer brand experience.Research data obtained through questionnaires is used in the structural equationmodels.
The effect of brand experience
This study analyzes the effect of brand experience on purchase intention andbrand equity. To consider the integrity of the structural equation model, the influenceon purchase intention and the relationship between attachment and the brandexperience are in one model, as a part. Impact of brand experience on brand equity isbuilt in a structural equation model as a separate chapter to research and write. We use the concept and measurement of consumer-based brand equity (CBBE) and study theimpact of brand experience dimensions on the brand equity dimensions and theinfluence difference in different consumer context. Research through consumersurveys, due to the complexity of the data and the model path, we chose to use the testbased on partial least squares structural equation model after building a structuralequation model.
Innovation of this study is mainly reflected in:
First, the study focuses on the psychological mechanisms of consumer brandexperience. In exploration of objective factors affecting consumers' brand experience,from a consumer perspective, we use open-ended survey questionnaire. Weunderstand in-depth of the consumer's heart, and tap the practical impact of theexternal elements of the brand experience.
Brand experience is the result of interaction of consumers and external factors inthe roots. This article based on regulatory focus theory, research the effect ofregulatory fit of consumer and brand advertising information on their brandexperience. In line with brand experience formation process, it explains therelationship of consumers experience process and external factors.
Relationship attachment is a variable that reflects the relationship betweenconsumers and brands and some scholars have proposed that brand experience canenhance the relationship between consumers and brands. This study tests its impact onbrand experience using survey data.
Brand experience is a psychological outcome and process of consumers insideand outside factors working together. It has a more direct impact on brand equitydimensions such as brand association, brand preference and brand reputation andother brand assets. Brand experience is multi-dimensional and its dimension hasdifferent influence on dimensions of brand equity. This study explores the differencesand trying to find the moderate variables affecting this difference.
Finally, from a practical point of view, this study combined the theory andpractice. Experiments and questionnaires are actual brand in the industry and providea reference for industry brand management. Many of the operating variables in theexperiment can become a reality. Business managers and marketing personnel canimprove consumer brand experience and brand equity by the tactic. Important meansare provided to enterprises in actionable ways to enhance the consumer brandexperience.
品牌体验的提出不能脱离品牌时代的背景，当今时代下，很多消费者几乎是无品牌不消费。在此，品牌承担了诸多的功能。品牌储存和代表着企业的声誉和形象，高美誉度的品牌作为一个契约，降低了消费者的购买风险；品牌代表着其产品的品质、个性等方面的属性，通过品牌消费者能够辨识出自己需要的产品。品牌还是身份和个人形象的表现工具，能够体现个人的自我价值。体验经济的到来也为品牌赋予了体验的内容和体验价值，消费者可以通过品牌体验其内在的诸多内容。品牌体验在以消费者为核心的市场竞争中为企业获取了消费者资源，牢牢的抓住了消费者心智，其根源在于其准确的品牌体验要素设计和符合消费者需求的品牌体验价值。我们看到很多企业为了迎合管理的时尚为自己的产品和品牌强加了品牌体验的帽子，而无品牌体验的实际内容，结果收效甚微。
品牌体验管理实践中出现的问题为品牌体验的理论研究提出了诸多研究课题：什么是品牌体验，它受到哪些因素的影响，它具有怎么样的影响作用。尽管国外有部分针对品牌体验的相关研究，但其或深度或广度上存在一定的局限性，需要对其进行更丰富的研究，需要针对中国消费者的实际进行检验。品牌体验的影响因素是多方面，包括客观因素和主观因素即消费者个体特征方面的因素，品牌体验受到客观因素和主观因素的哪些方面的影响。品牌体验是一个基于消费者心理的变量，它是否对消费者相关的营销资产产生影响，对哪些营销资产具有影响作用，这些诸多问题都需要进行深入的理论分析和实证研究。对以上问题的研究结论能够丰富品牌体验研究的基础理论，也是品牌体验管理实践的需要，特别是在品牌和体验经济发展的双重背景下，我国企业处于快速提升期，更加需要品牌体验的相关理论指导。本研究以品牌体验为核心概念展开，研究的主要内容有：品牌体验的维度
品牌体验以体验和顾客体验理论为基础，目前对顾客体验有较为一致的认同点，本文在前人对顾客体验和品牌体验概念界定的基础上确定品牌体验的概念。品牌体验的维度是本研究中的核心变量，在文献研究的基础上初步提出品牌体验的维度，并通过问卷调查和预研究确定本研究中品牌体验的维度，最终确定了感官体验、情感体验、认知体验和关系体验四个维度。
品牌体验形成的影响因素
研究从三个方面展开，首先，分析了影响品牌体验的客观物理要素。该部分的研究采用定性研究的方法，通过半结构化问卷进行调查，采用开放式问卷调查广泛征集消费者的看法，对其作答的文本进行分析和整理，归纳出主要的影响因素。二是调节聚焦匹配性对品牌体验的影响，从主客观两个方面出发研究了消费者与品牌的调节匹配性对品牌体验的影响，细化研究对各个维度的影响是否具有差异。该问题通过消费者实验的方法进行分析，设计了消费者购买前和购买后两个阶段的两个实验，检验购买前和购买后不同阶段调节聚焦匹配性对品牌体验的影响。三是关系依恋对品牌体验的影响，关系依恋是反映消费者和品牌之间品牌关系的一个变量，这种关系的强弱是否会影响到消费者品牌体验。研究通过问卷调查获取数据，并建立结构方程模型进行检验。
品牌体验的影响作用
本研究分析了品牌体验对购买意向和品牌资产的影响作用，由于考虑建立结构方程模型的完整性，对购买意向的影响作用和关系依恋对品牌体验的影响作用放在了一个模型中，作为一部分的内容。而品牌体验对品牌资产的影响构建了一个结构方程模型，作为单独的一章来研究和撰写。品牌资产的概念和测量采用了基于消费者的品牌资产（CBBE），分析了品牌体验的各个维度对品牌资产的各个维度的影响，品牌体验对品牌资产的影响在不同消费者情境下影响力的差异。研究将通过消费者问卷调查，由于数据和模型路径的复杂性，构建结构方程模型后，我们选择使用了基于偏最小二乘的结构方程模型进行检验。
本研究的创新点主要体现在：
首先，本研究关注于消费者品牌体验形成的心理机制。在探索影响消费者品牌体验的客观因素时，从消费者角度出发，采用开放式调查问卷的方式，深入了解消费者的心理，挖掘切实影响其品牌体验的外在要素。
品牌体验在根源上是消费者与外界因素相互作用的结果，因此本文以调节聚焦理论为基础，采用消费者和品牌广告信息的调节聚焦匹配性分析其对品牌体验的影响，契合品牌体验的形成过程，解释了消费者体验过程中与外界因素的关系。
关系依恋是反映消费者和品牌之间关系的变量，有学者提出品牌体验能够增强消费者和品牌之间的关系。本研究则以其为前因变量，采用问卷调查的数据检验其对品牌体验的影响。
品牌体验是消费者内心与外界因素共同作用的心理结果和过程，其对品牌联想、品牌偏好和品牌美誉度等品牌资产的维度具有较为直接的影响。品牌体验也是多维度的，其各维度对品牌资产各维度的影响力存在差异，本研究将探索这种差异并试图寻找影响这种差异的调节变量。
最后，从实践的角度，本研究的理论与实践能够有机的结合。实验和问卷调查都以行业中实际的品牌为例，能够为行业品牌管理提供一定的借鉴。实验中的诸多操作变量都可以成为现实中企业管理者和营销人员改善企业的消费者品牌体验和品牌资产的重要手段，能够为企业提供提升消费者品牌体验的可操作的途径。
Economic development takes modern society from product economy and serviceeconomy into the era of experience economy. Experience is given the value andbecome consumption gradually. In recent years, the rapid development of China'stourism industry is the manifestation of the rapid experience economic development.Experience is everywhere and there are quite a lot attracted by the fame. Peoplesearch and use the well-known, excellent products by a variety of ways such as media,word of mouth, experience or friend. The process of use is the process of experience.In the present study, we theoretically defined experience of well-known products asthe brand experience.
Brand experience can not be separated from the background of the brand era andin this era many consumers are almost no brand no consumption. At this point, thebrand has assumed many functions. For consumers, the brand store and represent theenterprise's reputation and image, high reputation of the brand as a contract, reducingthe risk of consumers' purchasing; brand stands for quality of their products,personality and other aspects of property and consumers identify the products theyneed through the brand. Brands are the performance tools of identity and personalimage and reflect the individual's self-worth. The arrival of the experience economygives brand the content of experience and experience value. Consumer can experiencemany of its inherent content by brand. Brand experience obtains consumer resourcefor the enterprise in competition of consumer as the core in market and firmly graspthe minds of consumers. Its root is in its accurate brand experience elements designand brand experience value meeting consumer demand. However, we are able to seemany enterprises imposing the hat of the brand experience on their products in orderto cater to the fashion of management, without the actual content of brand experience,with little success.
Questions in brand experience management practice supply a lot of researchtopics for the theoretical study of brand experience: What is the brand experience, itsimpact factor and what does it effects on. Although there is part of brand experienceof research in foreign country, it has limitations on the depth or breadth. It need moreresearch and need to test for Chinese consumers. Brand experience is effected bymany factors, including objective and subjective(namely the individual characteristics)factors. Which objective and subjective factors have effects on brand experience?Brand experience is a variable based on consumer psychology, whether it impacts onconsumer-related marketing assets and which marketing assets? Many of these issuesneed to make in-depth theoretical analysis and empirical research. The research conclusions of the above problems can enrich basic theory of brand experience andbrand experience management practice requires the theory of brand experience. Underthe background of brand and experience economic development, China's enterprisesare in the rapid promotion and need more brand experience theoretical guidance. Thecurrent lack of in-depth theoretical study of brand experience at home and abroadmake a far cry from the brand experience rapid development of management practices.This study expands around brand experience as core concept and the main content ofthe study:
Dimensions of brand experience
Theory of experience and customer experience is the basic of brand experience.Researchers have consistent recognition to customer experience and we define theconcept of brand experience on the basis of previous concept of customer experienceand brand experience. Dimension of the brand experience is the core variable in thisstudy and we initially proposed dimensions of brand experience on the basis ofliterature. Dimensions of brand experience are conformed through questionnaires andpre-determine in the pre-study. Four dimensions are finalized including sensoryexperience, emotional experience, cognitive experience and relationship experience.
Factors affecting brand experience
Research has three aspects, the firstly, we analyze the objective physicalelements affecting brand experience. This part used qualitative research methods,through semi-structured questionnaire survey, widely collected views of consumersthrough open-ended questionnaire survey. The answer text is analyzed and sorted,summed up the main influencing factors. The second is the effects of regulatory focusfit to brand experience. The effect of grouping of the different match types on brandexperience is studied and further refines the research of impact on various dimensions.The issue is analyzed by the method of consumer experiments and designed twostages consumer experiments of before and after purchase. We test the effects ofregulatory focus on brand experience in different stages of pre-and post-purchase.Third is the relationship between attachment and brand experience. Relationshipattachment is a variable to reflect brand relationship between consumers and brandsand the strength of this relationship may affect the consumer brand experience.Research data obtained through questionnaires is used in the structural equationmodels.
The effect of brand experience
This study analyzes the effect of brand experience on purchase intention andbrand equity. To consider the integrity of the structural equation model, the influenceon purchase intention and the relationship between attachment and the brandexperience are in one model, as a part. Impact of brand experience on brand equity isbuilt in a structural equation model as a separate chapter to research and write. We use the concept and measurement of consumer-based brand equity (CBBE) and study theimpact of brand experience dimensions on the brand equity dimensions and theinfluence difference in different consumer context. Research through consumersurveys, due to the complexity of the data and the model path, we chose to use the testbased on partial least squares structural equation model after building a structuralequation model.
Innovation of this study is mainly reflected in:
First, the study focuses on the psychological mechanisms of consumer brandexperience. In exploration of objective factors affecting consumers' brand experience,from a consumer perspective, we use open-ended survey questionnaire. Weunderstand in-depth of the consumer's heart, and tap the practical impact of theexternal elements of the brand experience.
Brand experience is the result of interaction of consumers and external factors inthe roots. This article based on regulatory focus theory, research the effect ofregulatory fit of consumer and brand advertising information on their brandexperience. In line with brand experience formation process, it explains therelationship of consumers experience process and external factors.
Relationship attachment is a variable that reflects the relationship betweenconsumers and brands and some scholars have proposed that brand experience canenhance the relationship between consumers and brands. This study tests its impact onbrand experience using survey data.
Brand experience is a psychological outcome and process of consumers insideand outside factors working together. It has a more direct impact on brand equitydimensions such as brand association, brand preference and brand reputation andother brand assets. Brand experience is multi-dimensional and its dimension hasdifferent influence on dimensions of brand equity. This study explores the differencesand trying to find the moderate variables affecting this difference.
Finally, from a practical point of view, this study combined the theory andpractice. Experiments and questionnaires are actual brand in the industry and providea reference for industry brand management. Many of the operating variables in theexperiment can become a reality. Business managers and marketing personnel canimprove consumer brand experience and brand equity by the tactic. Important meansare provided to enterprises in actionable ways to enhance the consumer brandexperience.
引文
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