Marketing a brand is important to an organization due competition from other firms in the market. Brand experienced can be defined as the perception or behavior response induced by stimuli related to the nature of a product. Brand dimension can be measured in four scales which include; sensory, behavior, affective and intellectual. Customers must interact with products for brand experience to take place. A customer goes shopping and buys a product to use at home is an example of brand experience. Shopping or service experience can be defined as the physical interaction between the physical store and the customers during shopping. Consumption experience occurs when the customer uses the product.
Researchers have focused on product attributes to define brand experience and not on the experience derived from the brand. Brand related stimuli may include the color of the product, the shape or slogan printed on the brand. These are some of the characteristics targeted by the customer when searching for a product. Brand experience differs among the customers with some customers having a stronger experience to a brand. Brand experience differs from brand construct in aspects such as brand attitude, personality, customer delight and attachment (Biedenbach & Marell, 2010).
Dimensions of brand experienced can be evaluated using experimental marketing research management, cognitive science and philosophy. Studies from the three fields show that brand experience should be measured using five dimensions. Sensory, behavioral, social, intellectual and affective dimensions should be used to measure brand experience. Brand experience can be measured by asking customers to define their experience with their favorite brand in the market. Using a sample size, identifying similar experiences with different brands can be used to design a brand experience scale. A brand experience scale contains brand experience and level of brand experience. A series of studies was conducted to evaluate the sensory, behavioral and intellectual factors affecting brand experience (Brakus, Schmitt & Zarantonello, 2009).
The twelve item brand experience scale captures four dimensions of brand experience. The scale with considers, behavioral, intellectual, sensory and affective is easy to administer. Brand experience can be used to determine customer behavior. Organizations can capitalize on this aspect of brand experience to design their product. Brand experience directly affects brand personality. This ensures that brand experience directly relates to customer loyalty and satisfaction. The experiments conducted are useful in the field of marketing and academics. The scale designed measures brand experience which may be negative or positive (Hee & Myung, 2012).
The experiments conducted in the paper are not conclusive and further research should be done. Some aspects of the study have not been proven practically like the effect of marketing experience on customer behavior. The sensory dimension predicts that brand experience has an effect on customer behavior but the concept needs to be proved practically. Further research should also be conducted to assess customer’s dynamic experience using a brand rather than retrospective assessment. Further research should be conducted to evaluate the long term outcome of brand experience to an organization. The research …
Posted by: Perry Beahm