Author(s)

Jichao Song

Corresponding Author

Jichao Song

Abstract

With the advancement of economic globalization and Internet technology, the conventional consumption mode is experiencing great changes, and the features of the new consumption era are becoming more visible. Consumer performance and preferences in the current consuming environment have necessitated that corporations re-examine the mechanism of brand loyalty development. Based on consumer experience, this study uses a qualitative research approach to investigate the development process of brand loyalty in the new consumption era. Data should be collected and analyzed using in-depth interviews, focus groups, and case studies. This study exposes the influence of consumer experience on brand loyalty, emphasizes the critical role of multidimensional consumer experience characteristics in the formation of brand loyalty, and goes on to explain the mechanism of consumer experience at various brand touchpoints. According to research, consumer experience is divided into five dimensions: sensory, emotional, cognitive, behavioral, and social. These five elements of experience interact and contribute to the creation of brand loyalty. Sensory experience promotes brand memory by influencing consumer decisions; Emotional experience strengthens the emotional bond between individuals and brands; Cognitive experience improves consumers' cognitive identification with the brand; Behavioral experience influences the development of consumer usage habits; and Social experience fosters brand resonance among consumers. Narrative strategies for brand and customer stories are critical in developing emotional relationships between consumers and brands.

Keywords

New consumer era; Brand loyalty; Consumer experience; Qualitative research; Sensory experience