The concept of customer experience is evolving to an ever more imperative area
of study within the marketing discipline. Despite its importance and the positive
attention this concept is receiving in the literature, the explanation of customer
experiences remains vague and a thorough theoretical foundation is lacking.
This paper addresses this gap in the literature facilitating a brand-management
understanding of the concept of customer experience and its antecedents and
consequences. The paper examines the impact of customer experience on brand
loyalty via a comprehensive review of existing literature on the concept of customer
experience and service brand literature. In addition, twelve propositions describe
and explain the antecedents of customer experience and impacts upon brand
loyalty within a service-centred marketing logic. This paper contributes a novel
customer-brand experience perspective and conceptual tools relevant for further
theory development and for effectively managing customer-brand relationships.
