الفهرس 
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Abstract
The research examines the influence of Brand Experience on Consumers’ Purchase Intention purchasing luxury brands and examining the effect of the mediating variable which is Overall Brand Equity as a comparative study on shopping malls in Egypt and in United Arab Emirates. This research was conducted using quantitative survey data approach from 201 Egyptian consumers and 305 Emirati consumers who shop luxury brands from specific malls in Egypt and in United Arab Emirates. Quantitative data was analyzed using SPSS software in addition to using AMOS program to investigate the mediation effect. Followed by analysis of findings from both countries. The research findings from the quantitative data analysis showed that, for Egypt, brand experience and its dimensions have a positive significant effect on overall brand equity, and a positive significant relationship between overall brand equity and consumers’ purchase intention, in addition to a positive significant relationship between brand experience and consumers’ purchase intention. The effect of the mediator which is overall brand equity proved to have partial mediation between brand experience and consumers’ purchase intention. On the other hand, for United Arab Emirates, brand experience and its dimensions have a positive significant effect on overall brand equity, and a positive significant relationship between overall brand equity and consumers’ purchase intention, in addition to a positive significant relationship between brand experience along with its dimensions and consumers’ purchase intention except for the affective experience dimension that proved an insignificant relationship. It has been discovered that the effect of the mediator which is overall brand equity proved to have full mediation between brand experience and overall brand equity. The results of study will assist marketers to formulate better understanding of Egyptian consumers and Emirati consumers when opening luxury brands’ stores in shopping malls in Egypt and United Arab Emirates when applying marketing tactics to position their luxury brands in shopping malls and communicate with target consumers as long as the majority of the consumers’ responses from both countries proved that they perceive that shopping process arouses their sensations and the shopping experience is attractive and worthwhile. Also, this research recommends marketers to openly communicate how their products can benefit consumers in a way that reveals their social status in society. Finally, this research recommends shopping mall marketing managers to grasp the customers attention by using promotional activities that emphasize new fashion trends and technological innovations to satisfy the needs of shoppers and specifically shoppers of luxury brands. The research contributes to the literature, with its unique comparative approach conducting it in Egypt and in United Arab Emirates to understand the purchase intention of luxury brands from experiential view. It highlights that experiences that are sensory, affective, intellectual, and behavioral gained significantly influences on consumers’ intent to purchase luxury brands while shopping in malls for Egyptian consumers and Emirati consumers.