Published Paper Details:

In today's fiercely competitive market, brands strive to build stronger relationships with customers that go beyond product features and cost. This study investigates the connection between brand experience and consumer choice. The term "brand experience" refers to a range of touchpoints, such as advertising, the calibre of the goods or services, customer support, and general brand perception. This study aims to ascertain how much brand experience affects consumers' purchasing decisions through a thorough review of the literature and empirical research. According to the literature review, brand experience is a complex idea that includes both cognitive and emotional components. It implies that a satisfying brand experience can boost brand loyalty, good word of mouth, and repeat business. It also emphasizes how storytelling, sensory experiences, and emotional engagement affect how consumers view a brand. Customer engagement is the term used to describe the sentimental attachment a student feels while interacting with a business on a regular basis. Engagement is a result of brand experience excitement, loyalty, and satisfaction. In order to engage customers at the point of behavioral change, businesses look for ways to develop an emotional bond with them through recurrent, dependable positive experiences. Customers who interact with a brand feel emotionally connected and enthusiastic about the goods and level of service. The theoretical understanding of how brand experience affects consumer behaviour is enhanced by this study. In order to attract and keep their target audience, brands must invest in developing genuine, emotionally resonant, and consistent experiences. Marketing professionals can create more powerful branding strategies, improve customer satisfaction, and ultimately promote business growth by understanding the significance of the brand experience.