Dirk Fischer develops the construct of the "Emotional Brand Experience" (EBE) based on theories of emotion and memory psychology, representing a bond-relevant brand experience, as well as a scale for measuring this construct. The EBE is conceptualized as the extent to which a consumer's subjective, internal reaction to a brand moment includes a positive or negative feeling, a sense of activation, and a judgment of distinctiveness. This understanding aids practitioners in creating impactful brand experiences. For researchers, it provides a new perspective on the phenomenon. The developed scale allows practitioners to efficiently measure the bond-relevant experiential components triggered in consumers' consciousness. Researchers gain a tool for testing further experiential theories.