The mobile phone industry is highly competitive, with brands constantly striving to establish a strong market presence. This research aims to explore the relationship between brand equity, brand experience, and customer satisfaction within India's mobile phone market. Drawing from theoretical foundations and empirical evidence, the research explores how brand equity contributes customer satisfaction through the development of brand experience. To assess these relationships, data were collected from 390 consumers of various brands and analyzed using structural equation modeling. The empirical findings led to the development of a new model demonstrating significant positive associations among brand equity, brand experience, and customer satisfaction. Based on these results, the study provides managerial insights, emphasizing that enhancing customers' brand experiences can strengthen brand equity and improve their overall satisfaction. While brand equity directly influences customer satisfaction, brand experience may serve as a key mediator in this relationship..
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