earticle

영어

Marketers are increasingly trying to appeal to consumers’ pursuit of happiness, for your brand’s long-term success depends on a broader array of marketing strategies that deliver subjective consumption values and social results for your customers. The purpose of this article is to study the direct relationship between brand experience and consumer happiness. Studies use SPSS 22 for the analysis purpose and conduct descriptive analysis, correlation and regression for the findings. Finding of studies provide evidence that the stimulus signal delivered by a strong brand experience rouse consumers' subjective consumers' feelings by providing the pleasing emotional experience. Specifically, high sensory (affective, intellectual, behavioral) experience of brand has positively influences on consumer happiness. The relevant contributions that emerged from this research include not only bridging the aforementioned gap in the literature but also offering significant managerial implications.

중국어

营销人员越来越重视消费者的幸福体验感，因为以幸福感为核心的一系列营销策略能为客户提 供主观消费价值感和社会价值感，从而促使品牌获取长期成功。本文以品牌体验与消费者幸福的相关关系为 研究目标，使用SPSS22软件对相关因素进行描述性分析，相关性和回归分析。研究表明，强烈的品牌体验所 提供的刺激信号能提供愉悦体验，从而唤起消费者主观消费情感。本文特别指出高水平感知性品牌体验（情 感，智力，行为）对消费者的幸福感有积极影响。本研究通过梳理上述研究内容不仅提出相关文献的研究不 足，同时也提供相应有价值的管理启示。