Brand Experience on the Influence of Brand Relationship: Based on the Regulation of Brand Familiarity and Product Attributes

Currently, on the research about brand experience and brand relationship, the impact of the brand relationship by different forms of brand experience is the central issue, while ignoring the brand experience in the role of moderator. But the effects of brand experience how to adjust the variables in the brand experience design is very important. Therefore, this paper based on the research in the literature to build a model based on brand familiarity and product attributes' regulation, the brand personality as an intermediary variable, to Study the relationship between brand experience and brand relationship.