Brand experience

The brand experience is conceptualized as a set of sensations, feelings, cognitive processes and behavioral responses aroused by the brand’s stimuli (product, packaging, communications, events, etc.). There are four dimensions of brand experience: the sensorial, emotional, intellectual and behavioral dimensions (J. Josko Brakus, Bernd H. Schmitt, & Lia Zarantonello, Journal of Marketing, 2009).