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Notably, brand experience has attracted attention in marketing management as marketers realize the importance how consumers experience brands is critical in developing marketing strategies for goods and services. However, there is too little emphasis on designing a customer journey that enhances the entire customer brand experience. The purpose of this study to investigate antecedents of brand experience within national automotive industry. This study develops PADI model and argues on how their model can help academicians and practitioners truly understand customers feel and provide service experiences that engage and delight them. In order to truly understand the customer brand experience, a holistic view of all interactions at all touch points, that is, during search, purchase, consumption and post-consumption. Besides that, it provides a better understanding of brand experience which facilitates the …