Development of the Brand Experience Scale

Lia Zarantonello, IULM University
Bernd Schmitt, Columbia School of Business, Columbia University
J. Josko Brakus, William E. Simon Graduate School of Business, University of Rochester
Although the topic of “experiential branding” has attracted a lot of attention in marketing practice, little conceptual and empirical work has been conducted in consumer research. Drawing on the theory of mind modularity, we present a conceptual framework of brand experience that is used to construct a Brand Experience Scale. We distinguish five facets of experiences (sensory, affective, social, bodily, and intellectual) and use standard scale development procedures (item generation, scale purification, and factor analyses etc.) to design a scale that measures the brand experience and its facets in a reliable and valid way.
[ to cite ]:
Lia Zarantonello, Bernd Schmitt, and J. Josko Brakus (2007) ,"Development of the Brand Experience Scale", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 580-582.