Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty?
品牌體驗：它是什麼？怎麼衡量？是否影響忠誠度？
J. Jos ̆ko Brakus, Bernd H. Schmitt, & Lia Zarantonello
又被要求要讀英文小論了，以下是與品牌體驗相關的小論摘要翻譯：
Brand experience is conceptualized as sensations, feelings, cognitions, and behavioral responses evoked by brand-related stimuli that are part of a brand’s design and identity, packaging, communications, and environments.
品牌體驗的概念是被品牌的設計和特性，包裝，傳播和環境引發的感覺，感情，認知和行為反應。
The authors distinguish several experience dimensions and construct a brand experience scale that includes four dimensions: sensory, affective, intellectual, and behavioral.
研究者區分數個方面的經驗，並建造一個大型的品牌體驗量表，包括四個方面：感官，情感，智力和行為。
In six studies, the authors show that the scale is reliable, valid, and distinct from other brand measures, including brand evaluations, brand involvement, brand attachment, customer delight, and brand personality.
在6項研究中，顯示出此量表是可靠的，有效的，有別於其他品牌的實施方法，包括品牌評價，品牌參與，品牌忠誠，客戶滿意度和品牌個性。
Moreover, brand experience affects consumer satisfaction and loyalty directly and indirectly through brand personality associations.
此外，透過品牌個性聯想，品牌體驗直接和間接影響消費者的的滿意度和忠誠度。
Keywords:experience marketing, brand experience, customer experience management, scale development, marketing communications
關鍵詞：體驗行銷，品牌體驗，客戶體驗管理，量表建構，行銷傳播
J. Jos ̆ko Brakus, Bernd H. Schmitt, & Lia Zarantonello
又被要求要讀英文小論了，以下是與品牌體驗相關的小論摘要翻譯：
Brand experience is conceptualized as sensations, feelings, cognitions, and behavioral responses evoked by brand-related stimuli that are part of a brand’s design and identity, packaging, communications, and environments.
品牌體驗的概念是被品牌的設計和特性，包裝，傳播和環境引發的感覺，感情，認知和行為反應。
The authors distinguish several experience dimensions and construct a brand experience scale that includes four dimensions: sensory, affective, intellectual, and behavioral.
研究者區分數個方面的經驗，並建造一個大型的品牌體驗量表，包括四個方面：感官，情感，智力和行為。
In six studies, the authors show that the scale is reliable, valid, and distinct from other brand measures, including brand evaluations, brand involvement, brand attachment, customer delight, and brand personality.
在6項研究中，顯示出此量表是可靠的，有效的，有別於其他品牌的實施方法，包括品牌評價，品牌參與，品牌忠誠，客戶滿意度和品牌個性。
Moreover, brand experience affects consumer satisfaction and loyalty directly and indirectly through brand personality associations.
此外，透過品牌個性聯想，品牌體驗直接和間接影響消費者的的滿意度和忠誠度。
Keywords:experience marketing, brand experience, customer experience management, scale development, marketing communications
關鍵詞：體驗行銷，品牌體驗，客戶體驗管理，量表建構，行銷傳播
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