| Summary: | 碩士 === 南臺科技大學 === 行銷與流通管理系 === 104 === In pace with technological development, consumers do value not only product performance as before but also extra value and experience brought with goods. The long-term brand experience will be saved in memory of consumers over time and affect consumers’ brand satisfaction and brand loyalty.
In this study, the influence of brand experience, brand engagement, and brand identity on customers’ satisfaction and loyalty among smartphone users is explored.Questionnaire survey is adopted; 760 questionnaires were issued, in which 713 were recovered and 670 were valid, with 93% of the effective response rate. It was tested that there was no homologous deviation. Data were analyzed with SPSS21.0 and Smart PLS.
The results show that brand experience has a significantly positive impact on brand engagement and brand identity, brand identity and brand engagement have a significantly positive impact on brand satisfaction, and brand satisfaction has a significantly positive impact on brand loyalty. Brand engagement has mediating effect of brand experience and brand satisfaction. Finally, in this study, specific suggestions on management implications and follow-up researches are provided for research results.
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