How Brand Experience Affects the Consumer Behavior of Mobile Phone?

• Main Authors: Shao-Hsiang Chuang, 莊紹翔
• Other Authors: Yung-Ching Ho
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/01902173306423695196

碩士 === 國立中正大學 === 企業管理所 === 98 === With the experience economy era, strategy which focuses on product’s functions or services can no longer satisfy customer. Knowing customers how to experience a Brand is a key strategy to develop in the market. We adopted Schmitt’s (2009) brand experience items which is also the fisrt scale to constrct brand experience concept. The purpose of this study includes: (1) to explore the relationship between brand experience, relationship quality, and brand loyalty; (2) to explore the mediating effect of relationship quality between brand experience and brand loyalty. (3) to explore the differences between the brand of mobile phone and brand experience. (4) to explore the strategy of brand experience in the future market for the mobile phone company. The sample of research includes 877 consumers of mobile phone in seven brands which are Nokia, Sony Ericsson, Samsung, Motorola, LG, HTC and iPhone in Taiwan. First, this study finds out that brand experiences are partially positively associated with relationship quality. Second, brand experiences are also partially positively through the mediating effect of relationship quality whose commitment is the most effect to brand loyalty. Third, sensory experiences are main effect for brand mobile phone. The last, there are different brand experiences from different brands that could be an important information for brand mobile phone.