Based on the systematic review of existing literature, this paper theoretically demonstrates the relationship between brand experience and brand love, and proposes corresponding hypotheses. Consumers with consumption experience of themed brands were selected as research samples. Hierarchical regression analysis was used to test the effects of sensory, emotional and social experience on brand love, as well as the moderating effect of self-fragmentation on the relationship between surreal experience and brand love. The results show that: The sensory experience, emotional experience and social experience in the surreal experience all have a significant positive impact on brand love. Self-fragmentation plays a positive role in regulating the relationship between social experience and brand love. Self-fragmentation has no significant moderating effect on the relationship between brand love and sensory experience and emotional experience.