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Brand experience:What is it? How do we measure it? And does it affect loyalty
| Content Provider | Semantic Scholar |
|---|---|
| Author | Brakus, J. Josko Schmitt, Bernd H. Zarantonello, Lia |
| Copyright Year | 2009 |
| Abstract | The authors have contributed equally to the paper and are listed in alphabetical order. We thank Professor Kamel Jedidi for his help in data analyses. Correspondence should be sent to Brand Experience: What is It? How do We Measure It? And Does It Affect Loyalty? 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. We distinguish several experience dimensions and construct a brand experience scale that includes four dimensions: sensory, affective, intellectual and behavioral. In six studies, we show that the scale is reliable, valid and distinct from other brand scales 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. 3 How do consumers experience a brand? How do we measure brand experience? Does brand experience affect consumer behavior? Many useful constructs and measurements have been developed recently in the branding literature including brand personality, brand community, brand trust, brand attachment and brand However, a conceptualization and scale for measuring brand experiences has not been forthcoming. Also, research has studied contexts in which specific product and service experiences arise (Arnould, Price, and Zinkhan 2002). Yet, research has largely ignored the exact nature and dimensional structure of brand experiences. Interestingly, brand experience has attracted a lot of attention in marketing practice. Marketing practitioners have come to realize that understanding how consumers experience brands is critical for developing marketing strategies for goods and services. Numerous trade writings have appeared that present useful concepts as well as some ad hoc experience In this paper, we present a conceptual analysis of brand experience and a brand experience scale. As with other brand research, the development of a brand experience scale must go hand-in-hand with conceptual development of the construct itself. We need to identify the underlying dimensions of brand experience (analogous to the ―big five‖ dimensions of brand personality or the dimensions of affection, connection and passion that make up brand attachment) and develop a scale that can measure the strength with which a brand evokes each experience dimension. However, the experience construct and its measurement is not as well 4 established in basic disciplines (like psychology) as some other brand concepts, which allowed marketing researchers to adopt the construct and scale items directly from psychology. In … |
| File Format | PDF HTM / HTML |
| Alternate Webpage(s) | https://www8.gsb.columbia.edu/sites/globalbrands/files/Brand_Experience.pdf |
| Alternate Webpage(s) | http://www8.gsb.columbia.edu/sites/globalbrands/files/Brand_Experience.pdf |
| Language | English |
| Access Restriction | Open |
| Content Type | Text |
| Resource Type | Article |
