Brand Experience Scale (Brakus, Schmitt & Zarantonello)
Marketing & SalesReliability: alphas 0.81–0.89 across 4 dimensions4 sample items
About this scale
A 12-item measure of brand experience across four dimensions: sensory, affective, behavioural, and intellectual. Used widely in branding and customer-experience research.
Sample item(s)
“This brand makes a strong impression on my visual sense (sensory)”
“I have strong emotions for this brand (affective)”
“I engage in physical actions and behaviors when I use this brand (behavioural)”
“This brand stimulates my curiosity and problem solving (intellectual)”
Reliability
Reported internal consistency: alphas 0.81–0.89 across 4 dimensions. As a rule of thumb, Cronbach’s α ≥ .70 is considered acceptable, ≥ .80 good, and ≥ .90 excellent for established measures.
Notes
Most cited brand-experience instrument.
Source & 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, Vol. 73, No. 3, pp. 52–68.
Source. Scale details are summarised from the publication cited above. Always consult the original source for the full item set, scoring, and permission to use.
Use it in your research
Need to check the reliability or psychometrics of this scale in your own data? Use the free DrAIStudio research tools:
Cronbach’s alpha calculator
All statistical calculators
Search the full Scale Atlas
Academic writing humanizer