In recent years, research in the field of branding has begun to expand into experiential studies targeting various products and services. However, direct research identifying the types of brand experience characteristics at the usage stage after product purchase, and the causal relationships between brand experience dimensions and consumer response variables, remains relatively scarce. In particular, since brand experience refers to something private that manifests differently for each individual, even consumers who share the same consumption experience of using a specific brand may not perceive the same brand experience characteristics or prefer the same experience dimensions, and these may manifest multi-dimensionally. For this reason, the purpose of this study is to examine the causal relationships between smartphone users' brand experience characteristics and consumer response variables. Specifically, this study not only identified the relationships among user satisfaction as an independent variable, brand attachment as a mediating variable, and repurchase intention as a dependent variable according to the types of users' brand experience characteristics, but also examined what differential effects the types of brand experience characteristics have on the relationships among variables through comparative analysis between brands. The research model and hypotheses were tested by surveying 205 Samsung Galaxy phone users (62.3%) and 124 Apple iPhone users (37.7%), which hold the first and second positions in global market share, respectively. Based on the results of the empirical analysis using a multi-group structural equation model, the conclusion discusses the significance and implications of this study, followed by suggestions regarding limitations and future research directions.