Abstract

This study makes an effort to unify and consolidate the concept of experience in marketing research by analyzing all the academic articles since its inception in a systematic way. The review of existing literature reveals gaps in the conceptualization, definition, relations and measurement of Consumer-Brand Experience (CBEx) from theoretical and practical perspectives. Therefore, this study significantly contributes by exploring and discussing the concept of CBEx, proposing a definition, describing its state of the art dimensions, relationships and measurement. A new and broader conceptual model is provided too. This work also highlights important challenges for future research and practice. Academics and managers are called to consider CBEx as a key determinant of consumer behavior and as an important strategic objective for brands. In particular, CBEx is the key to creating uniqueness and long-lasting brands so managers should take into account this concept in defining their marketing strategies.

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