Quantifying brand experience value

Date of publication: March 13, 2005

Catalogue: Asia Pacific 2005


This paper defines experience value as one of customer benefits, and analyzes its correlation with brand loyalty and its influential factors to perceived quality by quantifying the perceived quality of a brand in which experience value is incorporated. Based on evaluation data, collected on 500 well-known brands from the retail/service industry having stores in Japan, experience value indices are calculated. Regression analysis is then applied in order to examine if the experience value indices have correlation to brand loyalty.

Kazuo Sonobe


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