Brand Experience Scale

What it measures

Measures the subjective, internal consumer responses (sensations, feelings, cognitions) and behavioural responses evoked by brand-related stimuli including design, identity, packaging, communications, and environments. Sensory experience captures stimulation of the senses by the brand. Affective experience captures emotional states and sentiments evoked by the brand. Intellectual experience captures the degree to which the brand stimulates curiosity and creative thinking. Behavioural experience captures bodily experiences, actions, and lifestyle behaviours associated with the brand. Brand experience is distinct from brand attitude (evaluation) and brand involvement (personal relevance) — it captures the richness and depth of the sensory-cognitive-emotional response the brand evokes. One of the most cited Journal of Marketing papers of the 2000s, the BES is foundational to experiential marketing research.

Representative items

• This brand makes a strong impression on my visual sense or other senses. (Sensory)
• I find this brand interesting in a sensory way. (Sensory)
• This brand induces feelings and sentiments. (Affective)
• I have strong emotions for this brand. (Affective)
• I engage in a lot of thinking when I encounter this brand. (Intellectual)

Citation

Brakus, J.J., Schmitt, B.H., & Zarantonello, L. (2009). Brand experience: What is it? How is it measured? Does it affect loyalty? Journal of Marketing, 73(3), 52–68.