The paper analyzes how online brand experience can be measured and determines its impact on brand loyalty. Similar to offline brand experience, online brand experience is broken down into sensory, affective, cognitive, behavioral and relational elements of brand experience. Although online brand...

Brand experience consists of sensory, affective, cognitive, behavioral and relational stimuli that provide consumers with a pleasurable and memorable experience. In contrast to traditional marketing, with its emphasis on rational decision making based on functional benefits, it adds an emotional...