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.

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

ZARANTONELLO, LIA
2008

Abstract

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.
2008
-
Zarantonello, Lia
File in questo prodotto:
Non ci sono file associati a questo prodotto.

I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.

Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11565/1491791
 Attenzione

Attenzione! I dati visualizzati non sono stati sottoposti a validazione da parte dell'ateneo

Citazioni
  • ???jsp.display-item.citation.pmc??? ND
  • Scopus ND
  • ???jsp.display-item.citation.isi??? ND
social impact