브랜드체험이 고객-브랜드 관계몰입 및 브랜드충성도에 미치는 영향

The Effect of Brand Experiences on Customer-Brand Relationship Commitment and Brand Loyalty: Focused on the Regional Brand Product

The present study conducted an empirical study to demonstrate the effect of customer-brand relationship commitment and brand loyalty on brand experience with focus on regional brand products. The results of this study are as follows. First, the study investigated the relationship between brand experience and customer-brand relationship commitment of which results revealed that individuals with higher perception of emotion, behavior, and intellectual experience as a sub-factor of brand experience were expected to have higher perception of belief and emotional relationship commitment. Furthermore, respondents with higher perception of sense, emotion, behavior, and intellectual as a sub-factor of brand experience were expected to have higher aspect of behavioral relationship commitment. Second, this research also conducted an empirical test to study the effect of customer-brand relationship commitment on brand loyalty of which results revealed that individuals with higher perception of belief, emotional, and behavioral relationship quality were expected to have higher perception of brand loyalty. These results indicated that municipal governments should make their efforts to provide various and differentiated experiences with their citizens away from limitation of cross-sectional characteristics of experiential products. Moreover, the municipal governments need to establish effective management strategies of relationship commitment as a source of consolidation of competitive power with respect to customer-brand relationship commitment.