ABSTRACT
As consumers search for more meaningful experiences through consumption of goods and services, the construct of brand experience has evolved new and more ways for marketers to better understand consumer behaviour regarding brands. Many studies demonstrate that creating valuable customer experiences has become crucial for developing marketing strategies (Brakus et al. 2009; Schmitt 1999). As open markets grow throughout the world and competition has increased among brands, offering unique brand experiences is fundamental in achieving customer satisfaction and brand loyalty.
