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. Brand experience is a complex construct, related to a wide range of fields, including marketing, psychology, management and cognitive science. Products and services have similar experience dimensions and characteristics (e.g. colours, designs, sensory experiences) created and stimulated by brands. Researchers have been making attempts to use different theories such as congruity theory and cognitive theories to help practitioners improve consumer brand experience, and as a consequence, obtain brand satisfaction and ultimately brand loyalty. It is important to understand that satisfaction and loyalty are not the same thing, although satisfaction is critical for developing loyalty. One of the best manifestations of brand loyalty for companies is the formation of brand communities.
