Abstract: Retail brands pay significant attention to establish a powerful brand to distinguish in the fierce industry of today. To establish a dominant brand, current marketers are focused on providing unique and memorable brand experiences which will attach the customer to an emotional relationship that leads to brand love. Experience marketing and brand love are novel concepts in marketing and this study explores these concepts by developing a research model shaped by the brand resonance model and customer brand relationship theory to investigate how brand love serves as a mediator in the brand experience and brand loyalty