This research aims at exploring the nonlinear relationship between brand experience and outcome variables, i.e. consumer satisfaction and brand loyalty. The aim is to demonstrate that increased brand experience does not always lead to positive responses from customers in terms of satisfaction and loyalty drawing from the “too-much-of-a-good-thing” meta-theoretical principle. Data were collected from 274 participants through questionnaires administered randomly in populated areas and further analysed using regressions. The results confirmed that there exists a nonlinear relationship between brand experience, consumer satisfaction, and brand loyalty. In other words, brand experience influences the outcome variables to a point where its effect begins to diminish and becomes negative. This makes it paramount for brand managers, especially in the tourism and hospitality sector to remain aware that delivering a superior experience to their customers does not necessarily increase their level of satisfaction. This study also provides a fresh perspective on the brand experience construct in the service industry. It departs from mainstream brand experience studies by demonstrating that the relationship between brand experience, satisfaction, and loyalty is nonlinear, where increasing brand experience is associated with diminishing returns of satisfaction and loyalty.

本研究旨在探索品牌体验与结果变量（即消费者满意度和品牌忠诚度）之间的非线性关系。目的是证明，根据“太多好东西”元理论原则，增加的品牌体验并不总是会导致客户在满意度和忠诚度方面的积极反应。通过在人口稠密地区随机发放的问卷从 274 名参与者收集数据，并使用回归进一步分析。结果证实，品牌体验、消费者满意度和品牌忠诚度之间存在非线性关系。换句话说，品牌体验会影响结果变量，其影响开始减弱并变为负面。这对于品牌经理来说至关重要，尤其是在旅游和酒店业，要始终意识到为客户提供卓越的体验并不一定会提高他们的满意度。本研究还为服务行业的品牌体验构建提供了一个全新的视角。它与主流品牌体验研究不同，它表明品牌体验、满意度和忠诚度之间的关系是非线性的，其中品牌体验的增加与满意度和忠诚度的收益递减相关。