الفهرس 
reseach methodologyOnly 14 pages are availabe for public view
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Abstract
Consumer brand preference is an essential step to understand consumer choice behaviour, and has therefore always received great attention from marketers. Brand preferences reveal the type of attributes a brand possesses,to strengthen its position and increase its market share. Moreover, it forms a critical input in developing a company’s successful brand strategy, and gives insight for product development. However, the shift to experiential marketing broadens the role of the brand from a bundle of attributes to experiences. Experiential marketing also considers both,the rational and irrational assumptions of consumer behaviour. The technological advancement helped increasing the similarities between the brands attributes and product commoditisation. Consequently, consumers cannot shape their preferences among brands using rational attributes only. They seek the brand that creates experience; intrigue them in a sensorial, emotional, and creative way.Companies’ competitiveness in such market has, therefore become increasingly difficult. Their survival requires building their competitive advantage by delivering memorable experiences, which would influence consumers’ brand preferences, and consequently stimulate consumers’ purchase decisions In the marketing literature, the traditional models are uni-dimensional, and addressing the brand preferences by consumers’ cognitive judgement of brand attributes on a rational basis. The role of experience is limited to the impact of its type on shifting preference level. Most of prior studies are partial and focusing on one or two antecedents of brand preferences. In addition to these drawbacks, the studies also ignore consequences determining the consumer purchase decisions. Based on these limitations in the literature, a lack of understanding of how consumers develop their brand preferences was identified.