Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty?
定义了品牌体验的概念，构建了包含感官、情感、智力和行为四个维度的测量量表，并通过六项研究验证其信效度，发现品牌体验通过品牌个性间接影响消费者满意度和忠诚度。
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 experience dimensions 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 consumer satisfaction and loyalty directly and indirectly through brand personality associations.