The Forming Mechanism of Brand Experience

Consumption experience is one of crucial factors influencing consumers´ purchase behavior. How do consumers experience a brand? However, this question is not well answered. Thus, this article explores the forming mechanism of brand experience. Particularly, this article attempts to address the influence of two antecedent variables of perceived quality and value on brand experience; and the moderating effect of quality consciousness and price consciousness on above relationships, respectively. By the regression analysis of Chinese survey sample, this article finds, perceived quality and value both positively influences brand experience. Furthermore, price consciousness positively moderates the effect of perceived value on brand experience. In contrast, however, quality consciousness doesn´t positively moderate the effect of perceived quality on brand experience. Finally, this article presents managerial implications.