The dynamic nature of brand experience

Benjamin Österle*, Marc M. Kuhn, Jörg Henseler

*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedingChapterAcademicpeer-review


There is a need to conceptually link findings from specific experience areas and to generalize from them to overarching principles of experiences. Building on recent syntheses and conceptualizations, we contribute to this discussion and synthesis by proposing a framework that we think answers questions regarding the role of the brand in the customer journey and the customer experience and the measurement of overall brand experiences.

Regarding the role of the brand in the customer experience and the customer journey, we follow the conceptualization that brands reflect all customer experiences with a brand along the customer journey. Thus, the experiences that brands evoke within the customer (sensory, affective, behavioral, and intellectual) represent these overall experiences that customers have with a brand along the customer journey. By linking the brand experience concept to two recent frameworks on static and dynamic experiences and the customer journey and experience, we propose that static experiences, i.e., single touchpoints, reflect the brand-related stimuli that compose the overall, i.e., dynamic, brand experience. This conceptualization allows for the measurement of the overall brand experience across multiple touchpoints and multiple stages, which is an important issue for both marketing theory and practice.
Original languageEnglish
Title of host publicationFinding new ways to engage and satisfy global customers
Subtitle of host publicationProceedings of the 2018 Academy of Marketing Science (AMS) World Marketing Congress (WMC)
EditorsPatricia Rossi, Nina Krey
Place of PublicationCham
ISBN (Electronic)978-3-030-02568-7
ISBN (Print)978-3-030-02567-0
Publication statusPublished - 2019
Event21st AMS World Marketing Congress 2018 - Universidade Lusiada-Norte, Porto, Portugal
Duration: 27 Jun 201829 Jun 2018
Conference number: 21


Conference21st AMS World Marketing Congress 2018
Abbreviated titleWMC 2018
Internet address


  • Brand experience
  • Brand management
  • Customer experience
  • Customer journey
  • Touchpoint


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