Measuring brand experiences cross-nationally

Abstract

The need for reliable and valid metrics for tracking consumers’ experiences of products and brands cross-nationally is becoming ever more important as companies are increasingly operating in international markets. Brand experiences associated with global brands can manifest themselves very differently in different parts of the world; thus, the scales developed to track brand experiences should be validated cross-nationally. This research tests and revises an existing brand experience measurement scale cross-nationally in two countries that have very different cultural settings. Based on the findings from a survey with a sample of 1008 respondents, the authors propose a revised and shortened scale that provides more reliable and valid measurement results of brand experiences of global high-tech brands. In general, the results demonstrate the need for tests on the cross-national applicability of measurement scales and, even further, they underline the importance of replication research.