Digital Marketing: Develop the Scales for Measuring Brand Experience in the Digital Economy

Brand experience is crucial in cultivating brand equity, particularly in markets where products and services have become increasingly similar. Based on a theoretical framework of user experience presence, this study aims to develop a scale for measuring brand experience in customer-internet interaction marketing. Three studies were conducted to validate the scale. The first study involved literature analysis and focus group discussions to create an initial lexicon of terms describing brand and product experiences. The second study used expert evaluation and interviews to refine the lexicon, resulting in 57 retained words. The third study included user testing to evaluate the suitability of the words and identified 14 core dimensions, and principal component analysis extracted two dimensions: Inner-Outer and Agency-Pleasure. The scale provides insights into the emotional and rational aspects of brand experiences. This research contributes to understanding and enhancing brand experiences in the digital age.