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. J. Joško Brakus, Bernd H. Schmitt, Lia Zarantonello (2009) Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty?. Journal of Marketing: May 2009, Vol. 73, No. 3, pp. 52-68.
Don’t deliver a PRODUCT;
Deliver an EXPERIENCE!
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.
Connecting brand attributes with the mind of consumers… 360 ° related to a brand-building message:
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