الفهرس 
Exploring the relationship between brand experience antecedents and brand lov
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Abstract
This study explores the brand experience antecedents (brand clues, Event marketing, marketing communication and co-creation of value) as well as the effect of brand experience on brand love of Egyptian female consumers for seven Egyptian brands in the modest fashion industry sector. The study introduces a model which examines the relationship between the previously mentioned antecedents and brand love, mediated by brand experience to provide insights for brand managers of Egyptian brands on how to create memorable and unique brand experiences and strengthen customer brand love.The current study addresses various variables and explored their relevance to both brand experience and brand love in a new context ; Modest fashion. Modest fashion trend refers to covering, stylish and comfortable garments. The study contributes to both experiential marketing and brand love literatures by providing a comprehensive understanding of both valuable concepts and their interrelationship which is called for in the marketing literature.
The study employed a mixed research design. Starting with a qualitative exploratory research involving in-depth interviews. Followed by a quantitative descriptive, conclusive (single cross-sectional) research was employed. The study involves an online survey-based questionnaire. 253 valid questionnaires were collected through a non-probability convenience sampling technique from Egyptian women consumers of modest fashion Egyptian brands in Cairo and Giza. Confirmatory composite analysis was used to test validity of the scales. Structural Equation Modeling was employed to test the research hypotheses.The results showed that all the antecedents of brand clues, event marketing, marketing communication and co-creation of value have a direct significant positive impact on brand experience. In addition to that, findings indicate that brand experience has a significant positive effect on brand love. Thus, the results suggested that in order for the managers and marketers to strengthen and enhance the brand love for these brands, they should strive to deliver the most unique and memorable experiences by incorporating and blending these different variables.