| Brand experience: what is it? How is it measured? Does it affect loyalty? JJ Brakus, BH Schmitt, L Zarantonello Journal of marketing 73 (3), 52-68, 2009 | 7517 | 2009 |
| Using the brand experience scale to profile consumers and predict consumer behaviour L Zarantonello, BH Schmitt Journal of brand management 17, 532-540, 2010 | 925 | 2010 |
| From experiential psychology to consumer experience B Schmitt, JJ Brakus, L Zarantonello Journal of Consumer Psychology 25 (1), 166-171, 2015 | 604 | 2015 |
| Consumer experience and experiential marketing: A critical review B Schmitt, L Zarantonello Review of marketing Research, 25-61, 2013 | 455 | 2013 |
| The impact of event marketing on brand equity: The mediating roles of brand experience and brand attitude L Zarantonello, BH Schmitt International journal of advertising 32 (2), 255-280, 2013 | 455 | 2013 |
| Brand hate L Zarantonello, S Romani, S Grappi, RP Bagozzi Journal of Product & Brand Management 25 (1), 11-25, 2016 | 437 | 2016 |
| How valuable are your customers in the brand value co-creation process? The development of a Customer Co-Creation Value (CCCV) scale M Merz, L Zarantonello, S Grappi Journal of Business Research 82 (January), 79-89, 2018 | 422 | 2018 |
| The revenge of the consumer! How brand moral violations lead to consumer anti-brand activism S Romani, S Grappi, L Zarantonello, RP Bagozzi Journal of Brand Management 22 (8), 658-672, 2015 | 240 | 2015 |
| Marketing esperienziale: come sviluppare l'esperienza di consumo M Ferraresi, BH Schmitt, L Zarantonello FrancoAngeli, 2018 | 228 | 2018 |
| Reprint of" A renaissance of brand experience: Advancing the concept through a multi-perspective analysis" D Andreini, G Pedeliento, L Zarantonello, C Solerio Journal of Business Research 96, 355-365, 2019 | 190 | 2019 |
| The current state and future of brand experience BH Schmitt, J Brakus, L Zarantonello Journal of Brand Management 21, 727-733, 2014 | 189 | 2014 |
| Trajectories of brand hate L Zarantonello, S Romani, S Grappi, M Fetscherin Journal of Brand Management 25, 549-560, 2018 | 176 | 2018 |
| Functional and experiential routes to persuasion: An analysis of advertising in emerging versus developed markets L Zarantonello, K Jedidi, BH Schmitt International Journal of Research in Marketing 30 (1), 46-56, 2013 | 151 | 2013 |
| Dear Mr Chocolate: Constructing a typology of contextualized chocolate consumption experiences through qualitative diary research L Zarantonello, HT Luomala Qualitative market research: An international Journal 14 (1), 55-82, 2011 | 104 | 2011 |
| Development of the brand experience scale L Zarantonello, BH Schmitt, JJ Brakus Advances in consumer research 34, 580, 2007 | 96 | 2007 |
| The relationship between brand love and actual brand performance: Evidence from an international study L Zarantonello, M Formisano, S Grappi International Marketing Review 33 (6), 806-824, 2016 | 90 | 2016 |
| The handbook of brand management scales L Zarantonello, V Pauwels-Delassus Routledge, 2015 | 76 | 2015 |
| How to advertise and build brand knowledge globally: Comparing television advertising appeals across developed and emerging economies L Zarantonello, BH Schmitt, K Jedidi Journal of Advertising Research 54 (4), 420-434, 2014 | 56 | 2014 |
| Marketing ed esperienza: quali approcci possibili? L Zarantonello Micro & macro marketing 14 (2), 177-196, 2005 | 53 | 2005 |
| Experiential AR/VR: a consumer and service framework and research agenda L Zarantonello, BH Schmitt Journal of Service Management 34 (1), 34-55, 2023 | 52 | 2023 |
Bernd H. SchmittProfessor, Columbia Business SchoolVerified email at columbia.edu
