Journal
JOURNAL OF MARKETING
Volume 73, Issue 3, Pages 52-68Publisher
SAGE PUBLICATIONS INC
DOI: 10.1509/jmkg.73.3.52
Keywords
experience marketing; brand experience; customer experience management; scale development; marketing communications
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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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