chapter  7
18 Pages

Experiential Consumption with Brands

In brand management, a number of scales have been developed building upon this experiential view and taking into account sensory, affective, intellectual, behavioural and relational aspects of experiences with brands. This chapter includes a few of these scales. Brakus, Schmitt and Zarantonello's brand experience scale assesses the intensity by which different types of experiences are stimulated by a brand and its brand-related stimuli such as the brand's design and identity, packaging, marketing communications and environments where the brand is marketed or sold. Their scale captures the overall experience with brands as lived by the individual. However, brands do not only generate experiences for the consumer as individuals but also for consumers among themselves. Some other existing scales highlight the social, relational nature of experiences with brands. An even stronger focus on social experiences triggered by brands is present in another some scales also included in the chapter.