Brand Experience: What is it? How is it Measured? Does it Affect Loyalty?
Citations
2,514 citations
Cites background from "Brand Experience: What is it? How i..."
...Third, prior research has suggested that customer experience—in particular, brand experience—is distinct from other brand-focused concepts such as brand involvement and brand attachment (Brakus et al. 2009)....
[...]
...” Third, prior research has suggested that customer experience—in particular, brand experience—is distinct from other brand-focused concepts such as brand involvement and brand attachment (Brakus et al. 2009)....
[...]
...While no strong customer experience scales have been developed, Brakus et al. (2009) develop a brand experience scale that measures four aspects of the customer brand experience—sensory, affective, intellectual, and behavioral— identifying relationships between brand experience and brand…...
[...]
2,390 citations
2,291 citations
1,863 citations
Cites methods from "Brand Experience: What is it? How i..."
...We selected a social media setting in studies 1–3 based on the considerable relevance of, and scholarly and managerial interest in, the ‘engagement’ concept in interactive Web 2.0, including social media, settings (Briggs 2010; Byrne 2008; Hennig-Thurau et al. 2010; Hoffman and Novak 2012)....
[...]
References
36,032 citations
12,021 citations
11,272 citations
7,932 citations
7,029 citations
"Brand Experience: What is it? How i..." refers background in this paper
...Consumption experiences are multidimensional and include hedonic dimensions, such as feelings, fantasies, and fun (Holbrook and Hirschman 1982)....
[...]