ASSOCIATION FOR CONSUMER RESEARCH Labovitz School of Business & Economics, University of Minnesota Duluth, 11 E. Superior Street, Suite 210, Duluth, MN 55802 Development of the Brand Experience Scale Lia Zarantonello, IULM University Bernd Schmitt, Columbia School of Business, Columbia University J. Josko Brakus, William E. Simon Graduate School of Business, University of Rochester Although the topic of “experiential branding” has attracted a lot of attention in marketing practice, little conceptual and empirical work has been conducted in consumer research. Drawing on the theory of mind modularity, we present a conceptual framework of brand experience that is used to construct a Brand Experience Scale. We distinguish five facets of experiences (sensory, affective, social, bodily, and intellectual) and use standard scale development procedures (item generation, scale purification, and factor analyses etc.) to design a scale that measures the brand experience and its facets in a reliable and valid way. [to cite]: Lia Zarantonello, Bernd Schmitt, and J. Josko Brakus (2007) ,"Development of the Brand Experience Scale", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 580-582. [url]: http://www.acrwebsite.org/volumes/12575/volumes/v34/NA-34 [copyright notice]: This work is copyrighted by The Association for Consumer Research. For permission to copy or use this work in whole or in part, please contact the Copyright Clearance Center at http://www.copyright.com/.