A review of brand experience

摘要

Brand experience is a kind of interacting and experiencing between brand and consumers which is internal,subjective and personalized.Many scholars have been studying on the conception and dimension of brand experience.However,there is still lack of strong empirical studies and effective measuring tools.This study collects the researches about the conception and dimension of brand experience by literature reviewing.Based on the previous studies,the author presents a new view on dimension construct of brand experience.Also,this study indicates the research focused on brand experience in future study.