This study investigates how brand experience influences purchase decisions in the functional food industry in Hai Phong, Vietnam. Using data from 620 valid consumer responses, the research assesses the impact of sensory, affective, intellectual, and behavioral experiences on purchasing choices. Regression results indicate that all four dimensions significantly and positively influence purchase decisions, with intellectual and behavioral experiences being the strongest predictors. These findings enhance the theoretical understanding of brand experience by affirming its importance in a high-involvement, health-related product category. The study offers practical insights for enterprises, highlighting the importance of providing clear information, boosting consumer interaction, and creating emotionally engaging brand touchpoints. Limitations and suggestions for future research are also addressed
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