PERTANIKA JOURNAL OF SOCIAL SCIENCES AND HUMANITIES

This study investigates the role of brand experience from the perspective of customer brand equity looking at their favourable brand preference. The structural equations model (SEM) and quantitative research method was adopted. The LISREL software is applied to analyse data and results confirm that brand building blocks of experiential based model are key sources of brand equity and brand sustainability. All the nine research variables have a direct positive impact on brand sustainability. The findings also show the impacts on the general brand personality and brand trust of brand sustainability was mediated by brand experience.