1. Introduction 2

2. Literature review 4

2.1 Brand Loyalty 4
2.2 Brand Experience 4
2.2.1 Sensory Brand Experience 5
2.2.1.1 Design 6
2.2.1.2 Store Environment 6
2.2.2 Affective Brand Experience 6
2.2.2.1 Happy 7
2.2.2.2 Proud 7
2.2.3 Behavioral Brand Experience 8
2.2.3.1 Lifestyle 8
2.3 Objective of the Study 9

3 Research Model and Hypothesis Development 13

3.1 Research Model 13
3.2 Hypothesis Development 13

4. Methodology 15

4.1 Measurement of variables. 15
4.2 Sampling and data collection 15
4.3 Hypothesis testing methods 17
4.4 Limitations 19

5. Data Analysis and Results 20

5.1 Results and Assumptions of MLR 20
5.2 Discussion 22

6. Conclusion and Recommendations 26

Reference 27

Appendix 1 30

Appendix 2 32

Brand Experience: How do Sensory Experience, Affective Experience and Behavioral Experience Affect Brand Loyalty?

1. Introduction

Nike sport shoes are one of the most popular international brand’s sport shoes in China. Li-Ning, which is the local brand in China, is only the third popular sport brand in China (McKenzie, H. 2006). There are different kinds of experiences after wearing these two brands’ sport shoes. Sensory, affective and behavioral experiences are three aspects of brand experiences (Brakus, Schmitt.H & Zarantonello, 2009). In fact, few years ago，some scholars has pointed out that the brand experiences can affect the loyalty to the brand’s product (Simmons, 2009). Also, we study in this topic in more specific way, both design and store environment are belong to sensor experience. (Bartholmé, 2009) Affective experience includes happy and proud. The purposes of this study are going to find out that what kinds of variances of brand experiences make Chinese prefer to buy more Nike sport shoes rather than Li-ning sport shoes and why are they give the loyalty to Nike