本文以电影产业为例，通过问卷调查法，对品牌体验、品牌忠诚和品牌延伸之间的关系进行了探讨。结果表明，1)感官体验、行为体验和理智体验对品牌忠诚具有直接影响作用，而情感体验通过感官体验、行为体验和理智体验对品牌忠诚产生间接影响；2)感官体验和行为体验对品牌延伸具有直接影响作用，而情感体验和理智体验通过感官体验和行为体验对品牌延伸产生间接影响；3)在品牌体验对品牌延伸的影响过程中，品牌忠诚具有明显的中介作用。最后，本文还对该研究的管理学含义进行了探讨。%Borrowed with questionnaires, this paper takes motion picture industry for instance to explore the relationships among brand experience, brand loyalty and brand extension. The conclusions are as follows. First, sensory experience, behavioral experience and intellectual experience have direct positive impact on brand loyalty, and emotional experience has indirect impacts on brand loyalty; Sensory experience, behavioral experience and intellectual experience serve as mediators. Secondly, sensory experience and behavioral experience have direct positive impacts on brand extension, and emotional experience and intellectual experience have indirect impacts on brand extension; Sensory experience and behavioral experience are served as mediators. Thirdly, brand loyalty serves as a mediator between brand experience and brand loyalty. This paper not only completes the theory system of brand experience, but also has great meaning for management.
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