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

Lia Zarantonello, Bernd H. Schmitt

Research output: Contribution to journalArticlepeer-review


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 languageEnglish
Pages (from-to)532-540
JournalJournal of Brand Management
Issue number7
Publication statusPublished - 2010


  • Brand experience
  • Brand experience scale
  • Experiential types
  • Brand attitude
  • Purchase intention

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