Brand Experience (Affective)

What it measures

A three-item scale measuring brand experience.

Response format

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

Scale items

• This brand induces feelings and sentiments.
• I do not have strong emotions for this brand. (r)
• This brand is an emotional brand.

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

Usage notes & scoring

Internal consistency (alpha = .81) 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