The concept of 'brand experience' has evolved as an imperative arena of study in the marketing discipline. Although the importance and the concept of experience have been adapted in marketing such as customer experience, consumption experience and so on, the explanations of brand experiences have remained vague and absent a thorough theoretical foundation. This research aims to understand the concept of 'brand experience' and its impact of consumer behaviour (loyalty) direct or indirect through brand personality, satisfaction or [and] brand trust in the luxury brand context (Thailand). This research is carried out in one stage 'quantitative'. Furthermore the research data will be collected based on distributing survey questionnaire. Among of 400 Thai citizen samples will be surveyed to measure a modify framework from (Brakus et al, 2009). The result will provide meaningful information in both academic research and marketing practice. Furthermore, it will be presented the prediction of consumer behaviour via brand experience. Moreover, it guides marketers to various marketing strategy option such as experiential marketing or traditional marketing
