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Brand Experience, a new paradigm in marketing, is gaining popularity amongst researchers and marketing practitioners. The concept of ‘Experience’ has been talked about a lot in marketing literature in recent times. Studies suggest that it is no longer about consumers buying just products or services: the experience around what it is being sold is also critical. Brand Experience may result in the consumer getting associated with products or services emotionally and these emotions in the memory of the consumer trigger the behaviour towards the product or service.

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