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},
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
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