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Brand Experience, Self Presentation and Brand Love: Building Brand Love through Perfect Experience |
YANG De-feng,YANG Jan- hua,WEI Hai- ying |
School of Management, Jinan University, Guangzhou 510632, China |
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Abstract One way of improving consumers’brand love, passion and attachment, one method is cultivating and managing perfect brand experience. Acquiring outstanding brand experience is the central problem of brand management. This article explores the effect of brand experience on consumers’ social relationship, self presentation and entertainment, and the effect of those variables on brand love. And this article finds perfect experience can promotes consumers’ social relationship, self presentation and brand love. Further, self presentation and entertainment both positively influence brand love.
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Received: 19 March 2010
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Corresponding Authors:
YANG De-feng
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