브랜드 경험에 따른 평가와 기쁨이 브랜드 애호도에 미치는 영향

Although brand consumption is changing from a brand cognitive point of view to a brand empirical point of view, research on how consumers experience a brand is lacking. Therefore, we examine the process of brand experience in cognitive and emotional aspects of brand loyalty. The purpose of this study is to classify the type of brand experience and to investigate the influence of each type and brand appreciation on brand loyalty through understanding the cognitive and emotional aspects of brand experience. We used Smart PLS analysis tool to verify the path of brand experience. We measured brand loyalty as final dependent, and brand evaluation as cognitive aspect, brand delight as emotional response variables to experience. As a result of empirical analysis, sensory experience is the most important among brand experience types, and sensory experience has a significant effect on brand evaluation and delight. In particular, brand evaluation through brand experience was confirmed to be a major factor in forming brand loyalty through brand delight. This study recognizes that brand sensory experience factor is very important for brand to be loved by consumers. Therefore, it seems necessary to build up brand equity using brand experience. In addition, it is confirmed that, by practicing VR / AR such as virtual reality or augmented reality experience, sensory experience can be linked with brand evaluation as a cognitive factor, and thus, it is possible to create a more loved brand with brand delight.