Embodied cognition addresses meaning emergence in abstract concepts through experience, yet has neither been applied to the abstract concept of brand meaning, nor been introduced to brand meaning co-creation research, which also assigns a leading role to brand experiences. The paper closes this gap and argues for an understanding of brand meaning as embodied. Brand meaning in light of co-creation research is discussed, and the need for a new emergent perspective for brand meaning through brand experiences is identified and satisfied by providing an adequate framework. The framework is then illustrated, using a narrative analysis of autobiographical memory stories of three different Nutella user types. The results highlight how meaning varies according to the embodied mental structures that consumers use to comprehend a brand. Consequently, brand meaning is largely influenced through brand experiences early in life and in particular affectively intense ones. The study illustrates how consumers’ experiences shape the way they comprehend the brand and attach meaning to it. The study extends research on brand meaning co-creation, by applying theory of embodied cognition to the concept of brand meaning, and shows how brand experiences, a key element of co-creation theory, shape the meaning of a brand.

Purpose This paper aims to illuminate mechanisms through which memorable experiences with brands create lasting preferences. It is based on the proposition that intense positive (negative) affective consumption in the consumer’s youth creates powerful imprints, which influence brand preference (distaste) throughout life. Design/methodology/approach Autobiographical memories with Nutella are retrieved from three different user groups, i.e. heavy-, light- and non-users. The retrieved memory narratives are analysed using conditioning theory, i.e. operant, classical or no conditioning are identified and compared across groups. Findings The research’s central proposition is affirmed, yet the dominant form of conditioning mechanism differs per group. Operant conditioning outperforms classical conditioning in creating strong and lasting preferences. Heavy- and non-users predominantly exhibit in-tensely positive and negative operant conditioning, respectively. Light-users on the other hand recall less affectively intense consumption experiences, mainly featuring classical conditioning. The light-users’ recollections suggest a mere exposure effect to be more appropriate in describing the preference formation in this user group. Research limitations/implications Users not having experienced affectively intense consumption, i.e. light-users, are likely to be influenced in their preference over time through other factors, which this paper does not focus on. Practical implications Memory elicitation and exploration provides valuable insights to shape both promotional as well as advertising strategies. Originality/value The study extends existing theory on conditioning in marketing by first using a novel qualitative approach to analyse conditioning procedures in real-life settings, and second, it highlights operant conditioning’s superior ability in creating lasting preferences.