品牌体验对品牌满意度影响地研究.docx

AbstractWith the development of society and economy, the brand experience has become aninevitable trend and hotspot in the filed of marketing management. In this paper, summarized theliterature about the relationship among the brand experience, brand perceived value andcustomer brand satisfaction, used the brand of the durable goods as the research object, exploringthe brand experience on customer brand satisfaction, and intermediary role of the brandperceived value in durable goods. From the perspective of theory and practice of researchsignificance, for the enterprises marketing experience to provide the theoretical support andguidance. During the study period, 305 questionnaires were distributed and 242 questionnaires,including 193 valid copies, were recovered. The conclusions are as follows:1, Emotional experience, relation experience and sensory experience of the durable brandsare positively influence brand perceived value and brand satisfaction.2, Brand perceived value in the brand experience and action experience dimensions oncustomer brand satisfaction plays an intermediary role.3, The population statistic variable and the usage time of the product in the brand experience,brand perceived value customer satisfaction and brand recognition in the presence of differences.Key Words： Brand Experience；Brand Perceived Value；Brand Satisfaction- II -目录摘要 ........................................................................................................... IAbstract ............................................................................................................ II1绪论 ............................................................................................................ 11.11.21.31.41.5研究背景 ............................................................................................1研究目的 ............................................................................................1研究意义 ..................................................................