Brand Experience: What is It? How is it Measured? Does it Affect Loyalty?
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.
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Previous studies have underlined that ordinary experiences are 'common, frequent, and within the realm of everyday life', hence weaker and worst for customers compared to extraordinary ones.
“Moreover, previous studies have underlined that ordinary experiences are 'common, frequent, and within the realm of everyday life' (Bhattacharjee & Mogilner, 2014, p. 2), hence weaker and worst for customers compared to extraordinary ones (Brakus et al ., 2009; Carú & Cova, 2003; Zaubermann et al ., 2009).”
From Do they see eye to eye? Managing customer experience in phygital high-tech retail (2025) · cites this paper as Brakus et al., 2009
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References 91 · Cited by 4,415
- Authors
- Brakus, J. J., Schmitt, B. H., & Zarantonello, L.
- Affiliations
- University of Rochester (US)
- Columbia University (US)
- Bocconi University (IT)
- Corresponding author
- Brakus, J. Joško
- Schmitt, Bernd H.
- Zarantonello, Lia
- Venue
- Journal of Marketing
- Publisher
- SAGE Publications
- Published
- 2009-05
- Volume
- 73
- Issue
- 3
- Pages
- 52-68
- ISSN
- 0022-2429 (ISSN-L)
- 1547-7185
- OpenAlex
- W3121958491
- Cited by
- 4,415
- References
- 91
- Citations by year
- 2026: 272 · 2025: 320 · 2024: 316 · 2023: 439 · 2022: 410 · 2021: 404 · 2020: 377 · 2019: 339 · 2018: 262 · 2017: 244 · 2016: 232 · 2015: 225 · 2014: 203 · 2013: 138 · 2012: 87
- FWCI
- 238.61
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- Journal of Marketing (publishedVersion)
- Topics
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior in Brand Consumption and Identification
- Social Sciences › Business, Management and Accounting › Organizational Behavior and Human Resource Management › Customer Service Quality and Loyalty
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Retail Behavior Studies
- Keywords
- brand experience, brand personality, customer satisfaction, brand loyalty, sensory experience, emotional experience, intellectual experience, behavioral experience, brand identity, brand design, brand packaging, brand communication, brand involvement, brand attachment, customer delight
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