Brand experience

J. Jo sko Brakus, Bernd H. Schmitt, & Lia Zarantonello
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Brand Experience: What Is It? How Is
It Measured? Does It Affect Loyalty?
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.

Keywords: experience marketing, brand experience, customer experience management, scale development, marketing communications brand attachment) and develop a scale that can measure the strength with which a brand evokes each experience dimension. However, the experience construct is not as clearly associated with one particular basic discipline (e.g., psychology) as other brand constructs are. For example, brand personality and brand attachment have been defined on the basis of equivalent concepts in personality and developmental psychology; as a result, the development of scale items was relatively straightforward. In contrast, writing on experience can be found in a wide range of fields, including marketing, philosophy, cognitive science, and management practice. Therefore, we must clearly conceptualize our construct and develop scale items based on this conceptualization. To define and conceptualize the brand experience construct, we begin with a review of consumer and marketing research, which examines when experiences occur and how they affect judgments, attitudes, and other