Brand experience: what is it? How do we measure it? And does it affect loyalty?

J. Joško Brakus, Bernd H. Schmitt, Lia Zarantonello

Research output: Contribution to journalArticlepeer-review


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.
Original languageEnglish
Pages (from-to)52-68
JournalJournal of Marketing
Issue number3
Publication statusPublished - 2009


  • Experience marketing
  • Brand experience
  • Customer experience managementscale development
  • Marketing communications

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