耐克公司品牌体验对品牌忠诚度的影响研究内 容 摘 要健康生活意识的兴起，人们越来越注重体育活动，随之体育品牌公司也发展起来，耐克更是成为了行业领头者。但随着体验经济的流行，人们更注重购买产品时的服务性体验，想要提高销售量，培养消费者的品牌忠诚度至关重要。本研究通过查阅文献资料分析耐克公司品牌体验的运营现状，构建品牌体验与品牌忠诚度之间的影响机制的理论模型；并运用调查问卷的方式来获取消费者对耐克公司品牌体验的感受。将品牌体验划分为五个维度，分为感官、情感、思考、行动和关联体验，并通过相关分和回归分析手段来研究论证了耐克公司品牌体验中感官、思考和关联体验会对品牌忠诚度产生显著的正向影响，而情感体验和行动体验则不存在太大影响。并针对此情况对耐克公司提出品牌忠诚度的营销对策，如重视全方面品牌体验的建立，继续加强感官，思考和关联体验刺激，重视消费者的情感和行动需求同时拉近消费者之间的距离等，对耐克公司在进行品牌营销及企业可持续发展时有重要的指导意义。关键词：品牌体验；品牌忠诚度；耐克公司；研究论证IResearch on the Influence of Nike Brand Experience on Brand LoyaltyAbstractBecause of the concept of healthy life, people pay more and more attention to physical exercise. Other sports companies have developed and Nike has become a leader in the industry. In the experience economy, people prefer the unique experience when buying products. If you want to increase sales, consumer brand loyalty is important.This study analyzes the current situation of Nike's brand experience through consulting literature,constructs a theoretical model of the influence mechanism between the two, and uses the questionnaire to obtain consumers'feelings about Nike brand experience. The brand experience is divided into five dimensions, and it is proved that the sense, thinking and association experience in Nike brand experience will have a significant positive impact on brand loyalty, but the emotional experience and action experience do not exist too much.In this p...
