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Understanding customer experience from a holistic perspective requires examination of user experience in the context of marketing and branding. This study attempts to underpin the effects of UX on brand equity by developing and verifying a conceptual framework that connects user experience (UX), customer experience (CX), and brand experience (BX). A structural equation modeling test using data from smartphone users verified the effects of UX on brand equity mediated by CX. In the UX dimension, usability had a strong effect on brand equity, and affect and user value had an effect on customer experience. As a mediator, customer experience had an impact on brand equity with a high path weight. By implementing UX strategies that cohere with management strategies, companies can establish a high level of consumer perception of customer experience and brand value. The results and analyses of this research can help businesses establish a strategy for examining which element of UX is related to CX and BX.