With the proliferation of products and services, consumer interest has become a scarce commodity, making experiential marketing (EM) a critical solution to the limitations of traditional promotional systems. This study examines the effect of EM on Consumer-Based Brand Equity (CBBE), focusing on four key dimensions: brand awareness, perceived quality, emotional connection, and loyalty. Using a convergent mixed-methods approach that combines Structural Equation Modeling (SEM) on survey data (N = 400) with an exploratory analysis of five cross-sectorial case studies involving immersive technologies, the research offers a thorough investigation into the mechanisms underlying EM’s influence on consumer perceptions and behaviors. The quantitative results suggest that emotional engagement is the primary intervening variable between immersion-promoting marketing stimuli and brand loyalty effects. While image positioning and brand awareness contribute to brand value, this effect is relatively smaller compared to the strength of emotional attachment. Furthermore, the integration of sophisticated experiential technologies, such as Augmented Reality (AR), significantly amplified attention span and sentiment, demonstrating the potential of technology to deepen brand-consumer interaction. The article provides theoretical and practical implications by integrating both emotional and behavioral measures within an integrative brand equity model. It concludes by recommending that future brand marketing strategies emphasize multi-sensory involvement, emotional relevancy, and technological adaptability to foster deeper consumer relationships and more enduring brand equity.