Abstract
Brand experience has received a lot of attention within the business industry. Customers are looking for not only valuable brand benefits but also, emotional skills as well as brand experience theory. In this regard, the Egyptian Telecommunications Industry tries, also, to provide answers on how to measure brand experience and how it affects customers’ behaviors. This research examines in the context of the Egyptian telecommunications market the relationship between Brakus et al.’s (2009) four whole experience dimensions (sensory, affective, intellectual, and behavioral), brand personality, and brand loyalty. The author produced an online questionnaire, which, based on a simple sampling method, was distributed to and collected from the Egyptian telecommunications industry (Vodafone Egypt, Orange Egypt, Etisalat Egypt, and We Egypt). Four hundred fifty questionnaires were distributed and, excluding those that were incomplete, the author obtained 392 samples. This represented an 87% response rate.
 
 The results indicate that brand experience has a positive impact on the brand’s personality. Brand experience has, also, a strong positive effect on brand loyalty and, ultimately, brand personality has a strong positive effect on brand loyalty. Besides the brand experience’s direct effect on brand loyalty, it has a significant indirect effect on brand loyalty by impacting on brand personality. 
 
 Among the relationships between the variables, the relationship between brand personality and brand loyalty is the strongest. More particularly, it is noteworthy that the correlation with the findings shows that the relationship between brand experience and brand loyalty is greater than the direct relationship. Therefore, in order to strengthen customer brand loyalty, telecommunications managers should pay more attention to customer brand personality.
Highlights
There has been a significant shift in today’s market
By using brands (Vodafone Egypt, Orange Egypt, Etisalat Egypt, and We Egypt) that provide telecommunications services in Egypt, the author conducted experimental research to examine the effect of brand experience in the Egyptian telecommunications industry on brand personality and brand loyalty
The author drew on the literature mentioned above and theories to formulate the following hypotheses: H1: Brand experience has a positive effect on brand personality in the Egyptian telecommunications industry
Summary
We have moved from selling and promoting products and services to trading and engaging with customers through experience (Joy & Fortified Wine, 2003). This conversion relates to the quantity of available products from which customers make their choices. Riemann et al (2010) state that customers start to feel satisfied when they are happy that their needs are being met. This happiness creates a need to fully understand across the whole purchasing process what has an impact on customers. It is becoming essential to have brand experience (Brakus et al, 2009)
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