Connotation

Respondents’ representative statements

Typical relational structure: Brand experience → Brand knowledge

Brand experience affects brand knowledge.

The first time I saw huaban.com I was attracted by its home page. It looks so beautiful that I want to browse thoroughly. (sensory experience of brand experience) The content in the website won’t let you down. You can find all the material you want. (perceived quality of brand knowledge)

Typical relational structure: Brand experience → Brand relationship quality

Brand experience affects brand relationship quality.

Before the appearance of Airbnb, it is difficult to imagine living in strangers’ houses during a journey, and it is much more difficult to imagine welcoming strangers to live in my own house. Now, I have experienced both situations and gotten a lot of fun. (behavior experience, emotional experience of brand experience) And because of Airbnb, I have had totally different travel experience. Although this APP is not so perfect, I am glad to see it become better in the future. (brand commitment of brand relationship quality)

Brand knowledge → Brand relationship quality

Brand knowledge affects brand relationship quality.

I love it (brand relationship quality), I am a super fan of jjwxc.net and mostly read books on it. On this website, most of the authors will update content on time, and books on the website always match with my interest, whether it be modern romance novels or ancient romance novels. (brand knowledge)

Brand knowledge → Brand evangelism

Brand knowledge affects brand evangelism.

A friend recommends this picture website to me. I can find all the pictures I want on this website. (brand loyalty of Brand evangelism) It’s so great that I do not have so much trouble to find high-definition pictures. (perceived quality of brand knowledge)

Brand relationship quality → Brand evangelism

Brand evangelism affects brand relationship quality.

I like Sina Weibo so much that I always download and uninstall the APP over and over again (brand loyalty of brand evangelism), because I have to force myself to uninstall the APP to inspire myself to study hard every time before an exam, but I am reluctant. (brand attachment of brand relationship quality)

Brand knowledge → Brand citizenship behavior

Brand knowledge affects brand citizenship behavior.

I feel hearty that in such a network environment there still exist this kind of real, rational information content. (perceived quality of brand knowledge) I hope this good style can be promoted and I will continue to pay attention, support and study. Thanks! (brand support of brand citizenship behavior)

Brand relationship quality → Brand citizenship behavior

Brand citizenship behavior affects brand relationship quality.

In the microblog, people can see the stars’ dynamics, they can leave messages, and give the thumbs-up and comment at microblogs of their beloved stars. (altruistic behavior of brand citizenship behavior) Nowadays, the impact of microblog could be seen in all aspects of most people’s life, (brand attachment of brand relationship quality) most people share their life dynamics through microblog, and we also learn things by browsing it.

Brand evangelism → Brand citizenship behavior

Brand evangelism can drive brand citizenship behavior.

It is worth recommending (brand evangelism) that we can transfer things we don’t need to people who need them. (brand citizenship behavior)!

Brand evangelism → Brand experience

Brand evangelism helps to inspire brand experience.

I opened a shop on zbj.com for three years, (brand loyalty of brand evangelism) and I witnessed myself from owning nothing at all to owning a strong team. (knowledge experience of brand experience)

Brand experience → Brand evangelism

Brand experience helps to inspire Brand evangelism.

I learned a lot from this website when I was a college student, (knowledge experience of brand experience) the entire interface design style is very attractive, which indeed caught my attention at the first time. (sensory experience of brand experience) As an art student, I always pursue better things, so I have been using this website from the beginning (brand loyalty of brand evangelism)

Brand experience → Brand citizenship behavior