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This study aimed to investigate the impact of brand experience on brand equity dimensions (brand awareness, brand association, perceived quality, and brand loyalty) in consumer brand category. Non probability sampling technique was applied. The primary data were collected from 135 shoppers (n= 135) living in Wuhan and Beijing, China. The proposed theoretical model was tested using structural equation modeling in Smart PLS. Results showed that brand experience has significant positive relationship with brand awareness, brand association, perceived quality, and brand loyalty. Practical implications for the effect of brand experience on brand equity dimensions are discussed.