*6.2. Implications for Practice*

In regard to the discussion of the research findings above, this study makes the following recommendations for the three convenience stores to implement brand experience strategy managemen<sup>t</sup> programs.


#### *6.3. Limitations and Future Research*

Brand attachment is a subjective concept of the consumer. In the highly competitive market, the impression consumers hold for brand attachment is constantly changing. In addition, convenience stores are highly dense and have different styles and characteristics according to different neighborhoods. Under the influence of the external environment, the brand positioning of convenience stores and attachment links of consumers can easily be altered, which makes the classification and weight of the original attachment element change accordingly. For future research, researchers can duly retest the brand attachment dimension element and check whether the brand experience strategic managemen<sup>t</sup> plan is suitable or not to make sure that the brand experience strengthening strategy is effective during the execution process.

In addition, because the subject experts of this study were brand professional managers who were mostly in charge of southern Taiwan, they probably cannot fully understand the market environment of different areas. We can broaden the range of subjects for further studies to add to the completeness of the study. Finally, in the area of brand experience strategic managemen<sup>t</sup> plans, we lack a rolling discussion with experts and scholars. For further research, researchers can use the Fuzzy Delphi Method to acquire the brand attachment consensus dimension factor identified by experts, screen common attachment attribute factors, and revise the content of the brand experience strategic managemen<sup>t</sup> plan. By carrying out the steps above, we can make the managemen<sup>t</sup> plans closer to the real market.

**Author Contributions:** Conceptualization, T.-H.H. and L.-Z.L.; methodology, L.-Z.L.; software, L.-Z.L.; validation, L.-Z.L.; formal analysis, L.-Z.L.; investigation, T.-H.H.; resources, T.-H.H.; data curation, T.-H.H.; writing—original draft preparation, T.-H.H. and L.-Z.L.; writing—review and editing, T.-H.H. and L.-Z.L.; visualization, L.-Z.L.; supervision, T.-H.H.; project administration, T.-H.H.; funding acquisition, L.-Z.L. All authors have read and agreed to the published version of the manuscript.

**Funding:** This research received no external funding.

**Institutional Review Board Statement:** Not applicable.

**Informed Consent Statement:** Not applicable.

**Conflicts of Interest:** The authors declare no conflict of interest. The funders had no role in the design of the study; in the collection, analyses, or interpretation of data; in the writing of the manuscript; or in the decision to publish the results.

**Appendix A**


**Table A1.** 7-Eleven's incidence matrix of whole consumer group brand attachment and brand experience strategic management plans.
