生别调解下高卷入产品品牌体验对品牌忠诚的影响

顾客的品牌体验会影响品牌忠诚，在现有文献中已基本达成其识。本文基于进一步的维度划分，研究了品牌体验五个维度对品牌忠诚两个维度的不同影响，尤其检验了性别差异的调解作用。构建了以品牌体验为自变量，品牌忠诚为因变量，性别为调节变量的结构方程模型，进行实证研究。结果表明：品牌体验各维度对品牌忠诚的影响有不同，并且性别差异的调解效应显著。并提出企业应根据不同的目标顾客群，以不同的体验维度为重点构建品牌忠诚。从一个新的视角为品牌忠诚构建提供了理论指导。

Brand Experience Impact on Brand Loyalty for High - involvement Products with the Moderator of Gender

It has been commonly agreed that brand ex- perience has some impacts on brand loyalty. The paper first- ly divides the dimensions of brand experience and brand loy- alty, and then studies the relationship between them. Based on the structural equation modeling with brand experience as independent variable, brand loyalty as dependent variable and gender as moderator, the paper empirically concludes there are different impacts on brand loyalty with different dimensions of brand experience, and verifies the significant effect of gender. The conclusions give some meaningful inspiration for practice.