Paper Title
The Impact of Brand Experience on Brand Coolness, and Brand Equity: A Case of Mice Tourism

Abstract
The purpose of this study was to investigate the relationship between brand experience, brand coolness, and brand equity in the context of a tourist destination. The data were collected by questionnaires from 360 MICE tourists in Khon Kaen. Data collection was analyzed by using Structural Equation Modeling (SEM). The results indicate that brand experience has an influence on brand coolness. Brand coolness has influenced on brand equity. Brand experience has direct and indirect influence on brand equity through brand coolness. Keywords - Brand Experience, Brand Coolness, Brand Equity. MICE Tourism