The importance of brand experience has been acknowledged by both practitioners and scholars, as testified by several marketing activities and publications appeared recently. Nevertheless, only one instrument has been developed in literature to measure the intensity of such experience: the Brand Experience Scale. The aim of this paper is to adapt this scale to the Italian market, through a quantitative study based on structural equations modelling. The factorial structure of the construct brand experience is thus assessed, as well as the psychometric properties of the scale (i.e., internal consistency, convergent validity, and discriminant validity). After discussing the limitations of the study and its managerial implications, possible directions of future research are outlined.
Adattamento della brand experience scale al mercato italiano
ZARANTONELLO, LIA
2008
Abstract
The importance of brand experience has been acknowledged by both practitioners and scholars, as testified by several marketing activities and publications appeared recently. Nevertheless, only one instrument has been developed in literature to measure the intensity of such experience: the Brand Experience Scale. The aim of this paper is to adapt this scale to the Italian market, through a quantitative study based on structural equations modelling. The factorial structure of the construct brand experience is thus assessed, as well as the psychometric properties of the scale (i.e., internal consistency, convergent validity, and discriminant validity). After discussing the limitations of the study and its managerial implications, possible directions of future research are outlined.
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