Publisher's Synopsis
Studies in the experience domain are still developing and academicians believe that it needs to be studied in diverse domains to attain its generalization. Literature has identified many important outcomes of brand experience which mostly include loyalty, equity and satisfaction. However, contemporary marketers are looking at engaging their consumers through the delivery of enjoyable experiences. This is for the reason that engaged consumers are extra loyal, buy more and spread optimistic word of mouth about the business. Customer engagement is often accredited to delivering of affirmative and positive experience to the customers. Association between customer brand engagement and brand experience has not been completely explored.
