Assessing the structure of brand experience in Italy through structural equations models

Experiences provided by brands are receiving an increasing attention in the marketing literature. As a matter of fact, some scholars in the United States have recently proposed a definition of brand experience and have developed a brand experience scale. The objective of this paper is to assess the structure of brand experience using samples of Italian consumers, in order to verify whether the scale can be used in Italy as well. Structural equations analyses confirm the factorial structure of the construct, as the scale exhibits good psychometric properties.