Author(s)

Xi Zhang

Department of Business Administration, Daejeon University, Daejeon, South Korea.

With the development of society, the world has entered the era of brand internationalization. Brand is the soul of the market, at the same time, brand loyalty, as an important part of brand, has also received attention from many scholars. Customers can clearly measure the brand perception of product through consumption experience, which consists of sensory experience, emotional experience, thinking experience, action experience and related experience. At present, most business models also depend on these five experiences. This paper explores the relationship between these five experiences and brand loyalty through a questionnaire survey based on the example of M-Zone.

Brand Experience, Consumers, Loyalty, Factors Research

Zhang, X. (2019) Research on the Influence Factors of Brand Experience on Consumers’ Brand Loyalty. Open Journal of Business and Management, 7, 556-561. doi: 10.4236/ojbm.2019.72038.