Experiencias De Marcas

J. Jo sko Brakus, Bernd H. Schmitt, & Lia Zarantonello ˘

Brand Experience: What Is It? How Is It Measured? Does It Affect 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. The authors distinguish several experiencedimensions 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 consumersatisfaction and loyalty directly and indirectly through brand personality associations.

Keywords: experience marketing, brand experience, customer experience management, scale development, marketing communications
ow do consumers experience a brand? How is brand experience measured? Does brand experience affect consumer behavior? Many useful constructs and measurements have been developed recently inthe branding literature, including brand personality, brand community, brand trust, brand attachment, and brand love (Aaker 1997; Carroll and Ahuvia 2006; Delgado-Ballester, MunueraAlemán, and Yagüe-Guillén 2003; McAlexander, Schouten, and Koenig 2002; Thomson, MacInnis, and Park 2005). However, a conceptualization and scale for measuring brand experiences has not yet been developed. In addition,research has studied contexts in which specific product and service experiences arise (Arnould, Price, and Zinkhan 2002). However, research has largely ignored the exact nature and dimensional structure of brand experiences. Notably, brand experience has attracted a lot of attention in marketing practice. Marketing practitioners have come to realize that understanding how consumers experiencebrands is critical for developing marketing strategies for goods and services. Many trade writings have appeared that present useful concepts as well as some ad hoc experience measurements (Chattopadhyay and Laborie 2005; Pine and Gilmore 1999; Schmitt 1999, 2003; Shaw and Ivens 2002; Smith and Wheeler 2002). In this article, we present both a conceptual analysis of brand experience and a brandexperience scale. As with other brand research, the development of a brand experience scale must go hand-in-hand with conceptual development of the construct itself. We need to identify the underlying dimensions of brand experience (analogous to the “Big Five” dimensions of brand personality or the dimensions of affection, connection, and passion that make up

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brand attachment) and develop ascale that can measure the strength with which a brand evokes each experience dimension. However, the experience construct is not as clearly associated with one particular basic discipline (e.g., psychology) as other brand constructs are. For example, brand personality and brand attachment have been defined on the basis of equivalent concepts in personality and developmental psychology; as a result,the development of scale items was relatively straightforward. In contrast, writing on experience can be found in a wide range of fields, including marketing, philosophy, cognitive science, and management practice. Therefore, we must clearly conceptualize our construct and develop scale items based on this conceptualization. To define and conceptualize the brand experience construct, we begin witha review of consumer and marketing research, which examines when experiences occur and how they affect judgments, attitudes, and other aspects of consumer behavior. Next, we review the literature in philosophy, cognitive science, and applied management to distinguish brand experience dimensions and develop a brand experience scale. We then examine the psychometric properties of the scale using...