本文以餐饮品牌为研究对象,探讨了包括感官体验、情感体验和关联体验三个维度的品牌体验对品牌忠诚的影响机制,基于对388份问卷数据的分析,我们发现:除感官体验维度对态度忠诚存在直接的正向影响之外,品牌体验的其他各维度对态度忠诚和行为忠诚均无直接作用;品牌体验的三个维度均可通过感知价值和顾客满意对品牌忠诚产生间接影响,其中感官体验的效应最大,其次为情感体验,关联体验相对较低。 Based on the questionnaire data of 388 questionnaires, we find that except for sensory experience dimensionality, attitude toward brand loyalty is the most important factor that influences the brand loyalty of brand loyalty. Loyalty has a direct positive influence. The other dimensions of brand experience have no direct effect on attitude loyalty and behavior loyalty. All three dimensions of brand experience can have an indirect influence on brand loyalty through perceived value and customer satisfaction. Among them, sensory Experience has the greatest effect, followed by emotional experience, and associated experience is relatively low.