The Impact of Consumers' Brand Experience with Baking Brands on Brand Loyalty and Purchase Intention : Focusing on the Chinese Baking Brand 'Hao Li Lai(好利来)'

This study aims to empirically analyze the impact of brand experience on brand loyalty and purchase intention in the case of the Chinese bakery brand “Haolilai (好利来).” To conduct the analysis, a survey was administered to 150 consumers aged 20 to 60 who had experienced the Haolilai brand. The collected data were analyzed using SPSS 25.0 statistical software. To test the hypotheses, an independent sample t-test and regression analysis were performed. The results indicate that the four dimensions of brand experience-sensory experience, emotional experience, behavioral experience, and relational experience-have a significant positive impact on brand loyalty. Furthermore, brand loyalty was found to contribute to increasing purchase intention. This study highlights the strategic importance of brand experience in the Chinese bakery market and underscores the necessity of developing effective marketing strategies based on these findings.