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

@article{Brakus2009BrandEW,
  title={Brand Experience: What is It? How is it Measured? Does it Affect Loyalty?},
  author={J. Brakus and Bernd H. Schmitt and Lia Zarantonello},
  journal={Journal of Marketing},
  year={2009},
  volume={73},
  pages={52 - 68}
}
  • J. Brakus, Bernd H. Schmitt, Lia Zarantonello
  • Published 2009
  • Journal of Marketing
  • 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… CONTINUE READING

    Figures and Tables from this paper.

    References

    Publications referenced by this paper.
    SHOWING 1-10 OF 75 REFERENCES
    Some antecedents and outcomes of brand love
    • 1,077
    Building Brand Community
    • 2,199
    • PDF
    Building Strong Brands
    • 4,742
    Brand Community
    • 1,723
    • PDF
    Building consumer–brand relationship: A cross‐cultural experiential view
    • 340
    • PDF