Authors
J Joško Brakus, Bernd H Schmitt, Lia Zarantonello
Publication date
2009/5
Journal
Journal of marketing
Volume
73
Issue
3
Pages
52-68
Publisher
SAGE Publications
Description
Brand experience is conceptualized as sensations, feelings, cognitions, and behavioral responses evoked by brand-related stimuli that are part of a brand's design and identity, packaging, communications, and environments. The authors distinguish several experience dimensions and construct a brand experience scale that includes four dimensions: sensory, affective, intellectual, and behavioral. In six studies, the authors show that the scale is reliable, valid, and distinct from other brand measures, including brand evaluations, brand involvement, brand attachment, customer delight, and brand personality. Moreover, brand experience affects consumer satisfaction and loyalty directly and indirectly through brand personality associations.
Total citations
Scholar articles
JJ Brakus, BH Schmitt, L Zarantonello - Journal of marketing, 2009