Brand experiences in service organizations: Exploring the individual effects of brand experience dimensions

Abstract

Brand experience has been conceptualized as a multidimensional construct that explains customer loyalty. The authors present a study with the purpose of testing a recently published brand experience scale in a service brand context. In addition to validating the established dimensions of the measurement scale, the study tests an additional dimension, relational experience, which is proposed as particularly relevant for service brands. The study also reports results of a test of the relationship between each of the experience dimensions and other brand-related constructs. The results reveal significant influences of dimensions of brand experience on brand personality, brand satisfaction and brand loyalty