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What does it mean to have a brand experience?
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.
What are the four dimensions of brand experience?
The authors distinguish several experience dimensions and construct a brand experience scale that includes four dimensions: sensory, affective, intellectual, and behavioral.
How are brand experiences important in the 21st century?
As the experience economy unfolds in the 21 st century, brand marketers must bond with consumers by staging holistic brand experiences (e.g., Schmitt, 1999; Pine and Gilmore, 1999). Furthermore, brand meanings are becoming crucial mediators between brand experience and consumer-brand relationship.
How is brand experience related to trust and loyalty?
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. Brand experience affects satisfaction, trust and loyalty.
Last Update: Oct 2021
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