There is wide consensus that the brand experience literature (BEL) suffers from a deficit in conceptual works. This study argues that, for brand experience research to overcome its conceptual insipidity, it must re‐examine the core of its intellectual structure to rediscover what ‘an experience provided by brands’ truly implies. The purpose of this paper is to reconceptualize and present a future research framework for research into the concept of brand experience, by identifying both the core and peripheral sources of knowledge of the concept and its association with brand meaning. Through a bibliometric process covering 136 articles published between 2002 and 2018, resulting in a database of 2698 citations, this brand experience conceptual paper fills a critical research gap by providing the first full‐scale bibliometric study to date of the BEL, using a combination of high citation and co‐citation metrics. Based on this conceptual reorientation, a matrix for future development is presented, enabling the reader to visualize the scope and breadth of potential brand experience research horizons in areas relating to customer experience, consumer–brand relationship, online brand experience and sensory brand experience. The four approaches listed in the matrix – firm‐based, social constructionist, virtuality and embodiment – provide a roadmap for future brand experience research undertakings to explore the rich potential of experience evoked by brands.

中文翻译：

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品牌体验知识文献评估：使用文献计量数据确定未来的研究方向

人们普遍认为，品牌体验文献（BEL）的概念作品不足。这项研究认为，要使品牌体验研究克服其概念上的单一性，就必须重新审查其知识结构的核心，以重新发现“品牌提供的体验”的真正含义。本文的目的是通过识别概念知识的核心和外围资源及其与品牌含义的联系，重新概念化并提出一个未来的研究框架，以研究品牌体验的概念。通过涵盖2002年至2018年之间发表的136篇文章的文献计量过程，获得了2698篇引用文献数据库，该品牌体验概念文件填补了BEL迄今为止的第一份全面的文献计量研究，填补了关键的研究空白，结合使用高引文和共引文指标。基于这种概念上的重新定位，提出了未来发展的矩阵，使读者能够在与客户体验，消费者与品牌关系，在线品牌体验和感官品牌体验相关的领域中可视化潜在品牌体验研究视野的范围和广度。矩阵中列出的四种方法（基于公司，社会建构主义者，虚拟性和体现方式）为未来的品牌体验研究事业提供了路线图，以探索品牌所激发的丰富体验潜力。使读者能够形象化潜在品牌体验研究视野的范围和广度，这些领域涉及客户体验，消费者与品牌关系，在线品牌体验和感官品牌体验。矩阵中列出的四种方法（基于公司，社会建构主义者，虚拟性和体现力）为未来的品牌体验研究事业提供了路线图，以探索品牌激发的丰富体验潜力。使读者能够形象化潜在品牌体验研究视野的范围和广度，这些领域涉及客户体验，消费者与品牌关系，在线品牌体验和感官品牌体验。矩阵中列出的四种方法（基于公司，社会建构主义者，虚拟性和体现力）为未来的品牌体验研究事业提供了路线图，以探索品牌激发的丰富体验潜力。