A roadmap of brand experience

This chapter focuses on the construct of brand experience. It starts with an analysis of the origins of brand experience and the initial conceptualization and measurement developed in the literature. The chapter then moves onto further conceptualizations and measurements of brand experience, as well as the main sources, antecedents, and outcomes that emerge from an analysis of the literature. The chapter concludes with an overview of emerging areas of key importance for brand experience research, and it suggests questions for future research.