The current state and future of brand experience

Bernd Schmitt, Josko Brakud, Lia Zarantonello

Research output: Contribution to journalArticlepeer-review

71 Citations (SciVal)


The authors discuss the current state and future scenarios of brand experience – a new concept that they contributed to the brand management literature. Specifically, they present three research and practical trends, and marketing challenges: (i) the proliferation of settings and media that evoke brand experiences; (ii) the role of brands in consumption experiences; and (iii) the need of brand experiences to reach positive psychological outcomes.
Original languageEnglish
Pages (from-to)727-733
Number of pages7
JournalJournal of Brand Management
Early online date23 Jan 2015
Publication statusPublished - Dec 2015


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