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

By:

Brakus J Josko

Material type: Article

ArticleLanguage: ENG Series: ; 73Publication details: May 2009 0Edition: 3Description: 52-68 PpSubject(s):

Brand Loyalty, Experience Marketing

DDC classification:

Online resources:

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Summary: 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.

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Item type	Current library	Call number	Status	Date due	Barcode
Articles	Main Library	Bra (Browse shelf(Opens below))	Available		AR10591

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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.

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