Four Dimensions Of Brand Experience

Experience are private events that occur in response to stimulation (Schmitt, 1999). The experience can be definied into rational activities (congitive), emotional responses (affective), and behavioural intentions (Hirschaman & Holbrook, 1982). Brand experience is conceived as sensations, feelings, cognitions, and behavioral responses evoked by brand-related stimuli (e.g., colours, shapes, design, slogans) that are part of a brand’s design and identity, packaging, communications, and environments (Brakus et al., 2009, p. 53).

Brand marketers must bond with consumers by staging holistic brand experiences (Schmitt, 1999). The marketing activities associated with the brand, effects the consumers "mind-set" with respect to the brand. The mind-set

According to Zarantonello and Schmitt (2010), the sensory dimension means that brands can make strong visual impression on the customer, which is "visual, auditory, tactile, gustative, and olfactory stimulations provided by a brand". Also, the sensory dimension involving brands promoting awareness of one or more of the five senses (hearing, sight, smell, touch and taste) (Wood, 2000). A sensory approach clearly detetable provides an underlying concept that always fresh and new (Schmitt, 1999). A good campaign can provides an underlying idea and concpet with constantly fresh executions. Moreover, the affective dimension means that brands induce feelings or sentiments, including feelings produced by brands and their emotional tie with consumers. It being brands evoking feelings or sentiments. The full gamut of relevant emotions includes such diverse feelings as love, hate, fear, joy, boredom, and anxiety (Plutchik, 1980). The behavioral dimension means when a customer uses a brand, it makes the customer physically active, including bodily experiences, lifestyles, and interaction with brands. The intellectual dimension refers to brands ' ability of making customers think or feel

The literatures discuss the relationships among customer satisfaction and customer loyalty to approve that customer satisfaction can be link with customer loyalty and demonstrated their relationship. Critical review of customer satisfaction said that many studies found that customer satisfaction influences purchase intentions,customer expectation as well as post-purchase attitude that can be relaed to customer loyalty (Yi, 1990, P.104). For example, customer satisfaction for businesses in providing and maintaining a competitive advantage. It is because it helped recognized that the businesses forming components of marketing mix by acknowledging the customers’ expectations, receive customer loyalty and profit in return. Via measuring customer satisfaction, organizations do not only have customer knowledge also have competitors’ knowledge in the market (Emrah Cengiz,