How Does Brand Experience Affect the Brand Attachment from the Cross-Cultural Marketing Perspective?—Mediating Effect Based on Happy Emotions

企业在如今的市场营销中，越来越重视顾客体验的创造。不同文化之间顾客体验所产生的营销效果也会有所不同。本研究以中韩两国大学生智能手机消费者为研究对象，旨在探讨品牌体验、快乐和品牌依恋之间的影响机制，以及中韩两国在这些关系中的异同点。通过问卷调查法(中国样本 = 447份；韩国样本 = 357份)在两国高校收集数据。统计分析使用PLS Smart3.0进行。研究结果表明，快乐在品牌体验和品牌依恋关系中起着重要的中介作用；中国样本的情况，感官体验、情感体验和认知体验促进快乐的产生，而韩国样本的情况，只有情感体验和认知体验对快乐产生积极的影响。这为中韩智能手机市场营销人员制定差别化品牌管理策略提供实践性启示。Companies are placing more and more emphasis on the creation of customer experiences in marketing today. However, multinational enterprises should aware that even the same marketing strategies for creating customer experiences could lead to different marketing outcomes among different cultural markets. Thus, taking Chinese and Korean university students as comparative research objects, this study attempts to explore the influence mechanism among brand experience, pleasure, and brand attachment of smart-phone users, and to investigate the differences between these two objects. A quantitative survey methodology was utilized to collect data of 447 Chinese students and 357 Korean students. Data analysis was conducted using PLS Smart 3.0. The results reveal that pleasure has a significant mediating effect between brand experience and brand attachment. In case of Chinese, sensory, affective, and cognitive brand experience have positive effects on emotional and cognitive pleasure, whereas in case of South Korean, only affective and cognitive brand experience positively affect on emotional and cognitive pleasure. These findings will help global marketers establish more efficient brand strategies according to the differences and similarities between Chinese and South Korean smartphone consumers.