BRAND EXPERIENCE HOW - IT RELATES TO BRAND PERSONALITY, CONSUMER SATISFACTION AND CONSUMER LOYALTY. AN EMPIRICAL ANALYSIS OF THE ADIDAS BRAND.

Brand experience has attracted a lot of attention in the Marketing practice. With consumers seeking not only functional benefits of a brand but also emotional experiences, brand experience theory attempts to provide answers on how brand experience can be measured and how it effects consumer behavior. This article examines the relationship between Brakus et al.'s (2009) four brand experience dimensions - sensory, affective, intellectual and behavioral - and customer satisfaction and loyalty for the Adidas brand. The authors conducted empirical research during December 2012 and January 2013 through an online questionnaire. The model of Brakus et al. (2009) could be only partially verified: The findings show that the brand experience items developed by Brakus et al. (2009) may encompass some short-comings that returns biased results. Severe deviations were discovered in the factor analysis especially for the behavioral and intellectual dimension of the brand experience scale. However, the empirical results support the claim that brand experience has a significant positive correlation with brand personality, consumer satisfaction, and consumer loyalty. In addition, a significant correlation between brand personality with consumer loyalty and consumer satisfaction could have also been validated.