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Brand Experience: What is It? How is it Measured? Does it Affect Loyalty?

J. Joško Brakus¹; Bernd H. Schmitt²; Lia Zarantonello³

¹ Marketing, William E. Simon Graduate School of Business Administration, University of Rochester · ² Robert D. Calkins Professor of International Business, Columbia Business School, Columbia University · ³ Department of Management, Institute of Marketing, Bocconi University

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.

DOI

10.1509/jmkg.73.3.052

Volume

73 (3)

Pages

52-68

Language

en

Export

BibTeX

Sources

crossref