The Evolution of a Robust and Reliable Brand Experience Scale in the Malaysian Context: An Empirical Evidence

The way consumers perceive, engage, and behave in today's global marketplace is everything. Human connection is increasingly important in creating memorable experiences by offering the required interactions. As a response, marketers compete fiercely, and classic marketing ideas and tactics are no longer successful or enticing consumers. Marketers needed fresh ways to captivate customers; thus, experiential marketing was born. As an outcome, the concept of experience is today regarded as a backbone of the experience economy, in which experiential marketing has solidified its position as a valuable contributor to marketing expertise. In nations other than the United States, particularly in Malaysia, there is a severe lack of a scale that measures brand experience. Thus, it is reasonable to begin research verifying and assessing brand experience dimensions in the Malaysian setting. In 2021 the number of smartphone users in Malaysia is estimated to reach 29 million. Consequently, with the growing population, Malaysia's number of smartphone users is expected to increase by 1.74 million by 2025. Therefore, the study's theoretical contribution is to develop a powerful, dependable brand experience scale that can be utilized to assess brand experience in the Malaysian setting. The study's practical benefit is that it provides marketers with methods for measuring in the Malaysian setting. Therefore, marketers may get a competitive edge by determining which unique, for instance, affective, sensory, intellectual, and behavioral, that will attract millennial consumers in Malaysia when buying a smartphone.