Paper Title
Brand Experience, Brand Coolness, and Brand Equity: A Case of domestic Tourism in Thailand

Abstract
This study aim to investigate the interrelationship among brand experience, brand coolness, and brand equity in Khon Kaen, Thailand. In this qualitative study, questionnaires from 350 tourists were used in a field survey. The data were analyzed by structural equation modeling (SEM). The study revealed 4 components of brand experience, including sensory, affective, behavioral, and intellectual experiences through brand coolness. Brand experience had an indirect influence on brand equity. Keywords - Brand Experience, Brand Coolness, Brand Equity, Tourism