Determining the Antecedents and Consequences of Brand Experience: A Study to develop a Conceptual Framework

In the marketing literature, one of the most talked- about subjects is brand experience (BE). Through an examination of the numerous studies conducted by BE researchers, this report attempted to determine the significance of BE in the body of recent literature. This paper culminates in the creation of a conceptual framework that prospective investigators might utilize to discern the diverse pathways inside BE.