The Outcomes and Perspectives of Brand Experience Research: A Systematic Review of Empirical Studies

Abstract

Brand Experience is supposed to be a key concept for firms in these new consumer consumption settings, such as “non-ownership” or “dematerialization”. Although brand experience has been studied for two decades and more, since the first academic definition of brand experience was proposed, research on its essence still seems insufficient. The author conducted a literature review of 107 relevant articles from 2015 to 2022, succeeding a previous study; a seminal review from 1991 to 2015. The purpose of this paper is to review the current state of the brand experience research and suggest future research directions. The results indicate that research on the impact of brand experience on brand loyalty and other outcomes has reached a plateau, but research on the concept of brand experience itself has not yet advanced. The author then proposed two research agendas for future brand experience research. This study will not only be of material value to the researchers, but will also provide useful insights to brand management practitioners.