Brand Experience - Brief Literature Review

When consumers search for, shop for, and consume brands, they are exposed to utilitarian product attributes as well as various specific brand-related stimuli, such as brand-identifying colors (Bellizzi and Hite 1992; Gorn et al. 1997; Meyers-Levy and Peracchio 1995), shapes (Veryzer and Hutchinson 1998), typefaces, background design elements (Mandel and Johnson 2002), slogans, mascots, and brand characters (Keller 1987). These brand-related stimuli appear as part of a brand’s design and identity (e.g., name,
logo, signage), packaging, and marketing communications (e.g., advertisements, brochures, Web sites) and in environments in which the brand is marketed or sold (e.g., stores, events). These brand-related stimuli constitute the major source of subjective, internal consumer responses, which  authors (J. Josko Brakus, Bernd H. Schmitt, & Lia Zarantonello) referred to as “brand experience.”


Thus, brand experience is subjective, internal consumer responses (sensations, feelings, and cognitions)
and behavioral responses evoked by brand-related stimuli that are part of a brand’s design and identity, packaging, communications, and environments.

Further Explication of the Brand Experience Construct


Brand experiences vary in strength and intensity; that is, some brand experiences are stronger or more intense than others. As with product experiences, brand experiences also vary in valence; that is, some are more positive than others, and some experiences may even be negative. Moreover, some brand experiences occur spontaneously without much reflection and are short-lived; others occur more deliberately and last longer. Over time, these long-lasting brand experiences, stored in consumer memory, should affect
consumer satisfaction and loyalty (Oliver 1997; Reicheld 1996)


J. Josko Brakus, Bernd H. Schmitt, & Lia Zarantonello, "Brand Experience:What Is It? How Is It Measured? Does It Affect Loyalty?" Journal of Marketing, Vol. 73 (May 2009), 52