The Influence Of Brand Experience

Abstract

Businesses are increasingly focusing on brand experience due to its dual role in directly creating customer value and shaping customers’ perceptions of brand equity. This study investigates the impact of brand experience and Brand Image on Brand Loyalty in Cosmetics products sector. These components: brand experience and Brand Image positively influence brand Loyalty. This research offers a valuable contribution to the literature on brand experience and brand Image, especially within the cosmetics product’s context. Managerial implications are also provided to guide businesses in enhancing customer brand experiences and strengthening brand Image.