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

Journal of Marketing, Vol. 73, No. 3, pp. 52-68, 2009

Columbia Business School Research Paper No. 12-19

18 Pages Posted: 17 Nov 2011

See all articles by Bernd H. Schmitt

Bernd H. Schmitt

Columbia Business School - International Business

Lia Zarantonello

University of Bath - School of Management

J. Josko Brakus

affiliation not provided to SSRN

Date Written: May 1, 2009

Abstract

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.

Suggested Citation

Schmitt, Bernd H. and Zarantonello, Lia and Brakus, J. Josko, Brand Experience: What is it? How is it Measured? Does it Affect Loyalty? (May 1, 2009). Journal of Marketing, Vol. 73, No. 3, pp. 52-68, 2009; Columbia Business School Research Paper No. 12-19. Available at SSRN: https://ssrn.com/abstract=1960358

Bernd H. Schmitt (Contact Author)

Columbia Business School - International Business ( email )

New York, NY
United States
212-854-3468 (Phone)
212-854-7647 (Fax)

HOME PAGE: http://www.meetschmitt.com

Lia Zarantonello

University of Bath - School of Management ( email )

Claverton Down
Bath, BA2 7AY
United Kingdom

J. Josko Brakus

affiliation not provided to SSRN

No Address Available

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