品牌体验、品牌信任与品牌忠诚的关系研究——以“苹果”为例文章以“苹果”为测试品牌，在构建品牌体验、品牌信任和品牌忠诚三者间概念模型的基础上，应用多元回归分析，对品牌体验、品牌信任与品牌忠诚三者间的关系进行实证研究。研究结果表明：品牌体验对品牌信任和品牌忠诚具有显著的正向影响；品牌体验和品牌信任皆对品牌忠诚具有显著的正向影响；品牌信任在品牌体验与品牌忠诚间发挥中介作用，品牌体验更多的是通过品牌信任影响品牌忠诚。所得研究结论为品牌忠诚及品牌信任影响因素的进一步研究提供了理论基础，为企业应用品牌体验培育品牌信任与品牌忠诚提供了方向性的指导。
【关键词】：品牌体验、品牌信任、品牌忠诚、中介作用
Study on the Relationship among Brand Experience, Brand Trust and Brand Loyalty
—— Taking the Brand Apple as the Example
【Abstract】: Based on the conceptual model of brand experience, brand trust and brand loyalty, this thesis studies on their relationship in detail by taking the brand Apple as the example. The brand trust, throught playing a role as the medium of connection for brand experience and brand loyalty, endows them with an effect which is positive as well significant. In fact, there is a mutual influence among these three elements. At the end of the study, this paper proposes some basic theories for further research in the same domain while an essential guide about application of brand experience for enterprises.
【Key Words】: brand experience, brand trust, brand loyalty, medium
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