Faced with an increasingly competitive market situation, it is important for marketers to create experiential value for theft customers ill order to ensure a successful launch of new products. Especially during the era of the experiential economy, an incorporation of the concept of experiential marketing to the Elaboration Likelihood Model (ELM) can be helpful for marketers to predict consumers' behavior more accurately. Based on these concepts, this paper examined the effects of customers' experiences on the buying decision of extended brands. The results of this study revealed that customers' experiences of ”sense”, ”feel”, ”act” and ”relate” were positively related to the choice of the peripheral route for buying intention. However, customer' experience of ”think” was positively related to the central route. It was recommended that ELM be combined with the concept of experiential marketing. The results of this study were useful for practitioners as well as the theory development of ELM. Moreover, they could also be beneficial to a firm for successfully launching a new product.