This research provides a comprehensive overview of the brand experience effects and
proposes an extension to the brand experience model by testing novel direct, moderating …

While brand experience has received increasing research attention in recent years, there
remains a need to develop and empirically test brand experience models to better …

Brand experience has attracted a lot of attention in the Marketing practice. With consumers
seeking not only functional bene ts of a brand but also emotional experiences, brand …

The purpose of this article is to explore the impact of brand experience dimensions on brand
evaluation and brand loyalty. The study used convenience-sampling technique and …

Purpose The purpose of this study is to explore the impact of advertising, brand-related-
stimuli, on the dimensions of sensory, emotional and intellectual brand experience …

Purpose–The purpose of this paper is to explore the direct and indirect influence of brand
experience on a customer's brand attitude, brand credibility and customer-based brand …

Brands are considered as of one of the strategic and valuable assets which drive business
organizations in modern times. The increasing competition in the business environment …

The importance of customer experiences in developing strong brands is broadly
acknowledged in the Branding literature. Yet, the divide between the functions managing the …

Nowadays, both managers and academicians have started seeing consumers as rational,
as well as emotional, decision makers. Because of this, companies have started reinventing …

This study aimed to investigate the impact of brand experience on brand equity dimensions
(brand awareness, brand association, perceived quality, and brand loyalty) in consumer …