Brand Experience: In the marketing domain, brand experience is considered somewhat distinct,

although related, from some popular concepts, namely brand image, brand salience, attitude,
consumer-based brand equity. Due to its acceptance of this very distinctiveness, researchers and
academicians have put brand experience status as one of the most important aspects of the marketing
strategy of an organization (Brakus et al., 2009; Chang and Chieng, 2006). It comes as no surprise that
providing the customer with a memorable experience has become the key strategic objectives of many
prominent brands in the world, such as Nespresso, Starbucks, Harley Davidson. When an individual has
some form of exposure, he develops a familiarity which the brand experience reflects(Braunsberger and
Munch, 1998; Ha, 2005). Brand experience is an all-encompassing term that includes all the experiences
a customer would have. However, experiences that are not directly related to the product, such as
emotional and symbolic experiences, are receiving more attention in recent times. (Brakus et al., 2009;
Zarantonello and Schmitt, 2010).

A modern approach to brand the experience moved from the existent focus of product/service-oriented
experiences to the superficial aspect of sensory, affective, and creative experiences (Brakus et al., 2009;
Schmitt, 2009). Brand experience is a multidimensional concept that is triggered by customer’s
exposures to the brand and reflected by sensory, affective, cognitive and behavioral, and social
dimensions(Brakus et al., 2009). Different dimensions of experience can be defined as follows:

Sensory Dimensions: It relates to vision, smell, taste, and touch.

Affective Dimension: It can be defined as feelings and emotions toward the brand.

Cognitive Dimension: Relates to creative thinking and vivid reproduction of things

Behavioral Dimension: relates to the physical experiences of the customer.

Social Dimension: It relates to togetherness being among a group of people or a society (Brakus et al.,
2009; Zarantonello and Schmitt, 2010)

Online Brand Experience

The current study focuses on brand experience in an online environment (online ordering). Brand
experience assumes significance as it is different from what the customer feels in a physical brick and
mortar store. Hence new ways are needed to address this concern (Syed Alwi & Ismail, 2013). With
internet penetration reaching the remotest of areas in the world, many brands are now putting more
focus on how they portray themselves on the internet, and this is very sensitive in a single screen whole
organization image is portrayed. Hence, the engaging user experience of the website will help develop a
long-lasting brand relationship (Klaus & Maklan, 2013). The internet has also become the primary
medium for the brand to respond to queries, to interact with the consumers thereby enabling greater
brand experience and engagement that provide value to the customer and helps build brand trust and
relationships (Klaus et al., 2013). Brand experience as a concept and its measurement in an internet
environment remains underdeveloped. Also, there is little that is known about the consumer experience
of the brand (Thomas and Veloutsou,2013).

In light of limited study and research did for online brand experience, a need for further study is
necessitated to understand the factors that make the online brand experience successful.