Brands are increasingly seeking ways to engage consumers in deep and meaningful brand experiences. As technological advances have developed, brands have an increasing arsenal to draw on in creating brand experience. One increasingly common tactic is product customization, whereby consumers are provided the ability to create their own products from a set of options. With this study, we seek to understand the mediating role of brand experience in consumer decisions to customize products. Specifically, we investigate the interplay of non-brand drivers (those intrinsic to the consumer) and brand drivers (those extrinsic to the consumer) in the context of customization. In doing so, we develop an understanding of consumers' intention to use a customization toolkit and their subsequent intention to purchase customized products. We find brand experience drives intention to use a customization toolkit, mediating the relationship between individual factors and usage intentions. A customer's prior experience and their intention to use a customization toolkit are also direct drivers of customized product purchase intention.

品牌越来越多地寻求让消费者参与深刻而有意义的品牌体验的方法。随着技术的进步，品牌在创造品牌体验方面拥有越来越多的资源。一种越来越常见的策略是产品定制，即消费者可以从一组选项中创建自己的产品。通过这项研究，我们试图了解品牌体验在消费者定制产品决策中的中介作用。具体而言，我们研究了在定制环境中非品牌驱动因素（消费者固有的）和品牌驱动因素（消费者的外在因素）之间的相互作用。在此过程中，我们了解消费者使用定制工具包的意图以及他们随后购买定制产品的意图。我们发现品牌体验会驱动使用定制工具包的意愿，调节个体因素与使用意愿之间的关系。客户之前的经验和他们使用定制工具包的意图也是定制产品购买意图的直接驱动因素。