“…The first stream examined the effect of experience dimensions on different consumers' outcomes. These outcomes were: customer emotion (Ali et al, 2016a;Loureiro, and Roschk, 2014;Hosany and Witham, 2009); customer satisfaction (Ali et al, 2016b;Fernandes and Cruz, 2016;Grzeskowiak et al, 2016;Ren et al, 2016;Jin et al, 2015;Lin and Bennett, 2014;Choi et al, 2013;Hosany and Witham, 2009;Kao et al, 2008); cognitive values and emotional values Walls, 2013); memory (Hosany and Witham, 2009); advocacy (Fernandes and Cruz, 2016); perceived value (Chen, 2015;Jin et al, 2015;Yu and Fang, 2009); brand image Yang et al, 2015); intention to recommend (Cetin and Dincer, 2014;Hosany and Witham, 2009); consumer spend (Srivastava and Kaul, 2016); brand quality, brand awareness (Yang et al, 2015); customer delight (Ali et al, 2016b); brand loyalty (Fernandes and Cruz, 2016;Manthiou et al, 2016;Srivastava and Kaul, 2016;Jin, 2015;Cetin and Dincer, 2014;Choi et al, 2013; …”