The Influence of Brand Experience on Brand Extension:The Mediation of Brand Loyalty——An Empirical Study of Motion Picture Industry

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.