Brand Experience (Sensory)

What it measures

A three-item likert scale designed to measure the degree to which a consumer believes that a particular brand has had a strong effect on one or more of his/her senses.

Response format

7-point Likert (1=strongly disagree, 7=strongly agree)

Scale items

• This brand makes a strong impression on my visual sense or other senses.
• I find this brand interesting in a sensory way.
• This brand does not appeal to my senses. (r)

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

Internal consistency (alpha = .83) was reported in the primary study. Convergent and discriminant validity evidence was provided by the original authors.

Citation

Brakus, J. Joško, Bernd H. Schmitt, and Lia Zarantonello (2009), "Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty?" Journal of Marketing, 73 (May), 52–68.

Keywords