One of the most valuable and crucial assets for most contemporary business organizations is their brand equity. To boost their brand equity, businesses are focusing on innovative and creative techniques. Brand experience is one tool available to marketing managers for building and sustaining brand equity.At its beginning, this study tried the suppositions behind the reasonable model. Furthermore, post hoc investigations were performed to explain the intervening elements of perceived value and brand loyalty. There are three aspects to brand equity: recognition, association, and loyalty.Brand equity gives an organization a few advantages-benefits for the market, more prominent haggling power, expanded productivity, and consumer loyalty.

Perceived Value, Brand Equity, Retail Consumers, purchasing decisions.