The effects of brand experience on customer brand loyalty: An empirical study of dairy products in the Western Liaoning Province

摘要

The purpose of this study is to investigate the relationship between the brand experience and the customer brand loyalty. On the basis of evaluation index system of the relevant theory of brand experience and brand loyalty, through the empirical research, drawn the conclusion that brand experience toward brand behavior loyalty with attitude loyalty than toward brand behavior loyalty without attitude loyalty, but no large differentially between behavior and attitude.