Investigating Psychometric Elements Measuring Brand Experience Scale

摘要

Brand experience has received enormous attention by researchers over the decades. In fact, brand experience has been in the spotlight by both academic and practitioners within design literature, thus bringing two perspectives together. Mehrabian and Russell theory was employed as thetheoretical foundation in developing present conceptual framework. This study emphasizes on using PADI model as a tool to measure the new brand experience scale. Basically, this study emphasis on theoretical and emotional design of environmental psychology within the business experience process.The data has been extracted from four hundred (400) Malaysia’s national car brand urban adult’s users with a minimum of one (1) year car consumption via drop off and collect survey technique. Structural Equation Modeling (SEM) was utilized testing hypothesized relationships amongthe constructs, as postulated in the model. The results derived from this study have shed new insights, firstly on the development of PADI model, the new brand experience scale. Results show that dominance emotion is the most important determinant of brand experience and seconded by intelligentemotion. Ultimately, this study’s prior objectives were developing plausible brand experience scale model that has statistical and explanatory power, which permits interpretation of results confidently, achieved after few minor adjustments made to the proposed model. Moreover, this studyvalidates the new brand experience scale named PADI model, which attempts to offer new insights on how consumers feel using their existing national car brand. Besides that, assessing brand experience’s potential enable them to achieve greater impact on business performance such as expandingprofit growth, consumer’s retention and minimizing gaps between consumer organization.