Using the brand experience scale to profile consumers and predict consumer behaviour

• Published in: The journal of brand management Vol. 17; no. 7; pp. 532 - 540
• Main Authors: Zarantonello, Lia, Schmitt, Bernd H
• Format: Journal Article
• Language: English
• Published: London Palgrave Macmillan UK 01.06.2010; Palgrave Macmillan
• Subjects: Attitudes; Brand loyalty; Branding; Brands; Business administration; Business and Management; Cluster analysis; Consumer behavior; Consumer electronics; Consumer information; Consumers; Data analysis; Humanities and Social Sciences; Management; Marketing; Original Article; Product development; Questionnaires; Senses; Statistical analysis; Studies; brand experience; purchase intention; brand attitude; brand experience scale; experiential types
• ISSN: 1350-231X; 1479-1803
• DOI: 10.1057/bm.2010.4

Marketing academics and practitioners have acknowledged that consumers look for brands that provide them with unique and memorable experiences. As a result, the concept of brand experience has become of great interest to marketers. The present field study, conducted with actual consumers, addresses the question whether different consumers prefer different experiential appeals and whether experiential types moderate the relationships between brand attitude and purchase intention. We find that there are five types of consumers: hedonistic, action-oriented, holistic, inner-directed, and utilitarian consumers. Moreover, the relationship between attitudes and intentions is strongest for holistic consumers and weakest for utilitarian consumers.