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

  title={Brand Experience: What is It? How is it Measured? Does it Affect Loyalty?},
  author={J. Josko Brakus and Bernd H. Schmitt and Lia Zarantonello},
  journal={Journal of Marketing},
  pages={52 - 68}
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… Expand

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