Applying Marketing’s New Dominant Logic for Interpreting Customer Experiences with Brands Ahmed Rageh Ismail, Brunel Business School, Brunel University, UK (Email: rageh.ahmed@brunel.ac.uk) T.C. Melewar (corresponding author), School of Management and Law, Zurich University of Applied Sciences, Switzerland (Email: tc.melewar@zhaw.ch) Lynn Lim, School of Business and Social Sciences, Roehampton University, UK Arch G. Woodside, Boston College (arch.Woodside@bc.edu_ November 2009