Brand Experience (Affective)

BEIn this scale with three, seven-point likert-type items

3 items 2009 α .81 Free Brakus, J. J., & Zarantonello, L.

What it measures

A three-item scale measuring brand experience.

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.

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