Research Progress of Brand Experience

——Connotation，Dimension and Influencing Mechanism

QI Yong-zhi （Shanxi University of Finance and Economics，Taiyuan，Shanxi030031，China）

Abstract： Brand experience integrates enterprise brand with customer experience，which is one of the most promising concepts among consumer research over the past ten years and one of the most important contents during marketing management practice of enterprises. Through sorting domestic and foreign literature related to brand experience，the author aims to promote cognition about concept of brand experience. From the connotation of brand experience，related research shows that brand experience is related to all the links in which the consumers contacting with brand；and it is the consumers’subjective，emotional and individual reaction aroused by the brand or its related stimulus. There are both relations and differences among brand experience，customer experience，product experience，purchase and service experience，and consumption experience. From the dimension of how to divide brand experience，because of differences in terms of angle，background，and purpose，there are different kinds of that，such as two dimensions，there dimensions，four dimensions，and five dimensions. From the influencing mechanism，the process mechanism of related research is “antecedent variables – forming – outcome variables”. While considering the not enough related theoretical research，to better provide guidance for enterprises practice in China，in the future， we should strengthen research on the scale of brand experience that suitable to different situations，strengthen research on regulated variables in the forming and influencing mechanism of brand experience，and strengthen research on the negative reaction of antecedent variables and the accumulative effect of outcome variables.

Key words：brand；customer experience；brand experience；antecedent variables；outcome variables