Using the brand experience scale to profile consumers and predict consumer behavior

Lia Zarantonello; Bernd H. Schmitt

Using the brand experience scale to profile consumers and predict consumer behavior

Research output: Contribution to journal › Article › peer-review

Abstract

Marketing academics and practitioners have acknowledged that consumers look for brands that provide them with unique and memorable experiences. As a result, the concept of brand experience has become of great interest to marketers. The present field study, conducted with actual consumers, addresses the question whether different consumers prefer different experiential appeals and whether experiential types moderate the relationships between brand attitude and purchase intention. We find that there are five types of consumers: hedonistic, action-oriented, holistic, inner-directed, and utilitarian consumers. Moreover, the relationship between attitudes and intentions is strongest for holistic consumers and weakest for utilitarian consumers.

Original language	English
Pages (from-to)	532-540
Journal	Journal of Brand Management
Volume	17
Issue number	7
Publication status	Published - 2010

Keywords

Brand experience
Brand experience scale
Experiential types
Brand attitude
Purchase intention

Cite this

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