This study intends to clarify the relationship between shopping experiential value that customers perceive at retail stores and brand assets and to thereby find the relationship with store loyalty and to find the suggestions related to shopping experiential value. In addition, this study intends to verify the perception of shopping experiential value by consumers following the types of stores and the difference between brand assets and store loyalty. As a result of the study, first, different shopping experiential values appeared following the types of retail stores through the results of the exploratory factor analysis and the confirmatory factor analysis about the shopping experiences at retail stores that customers using convenience stores and discount stores perceive. Aesthetics value, playfulness value and efficiency value were deduced as important shopping experiential values in the group of customers using convenience stores. In addition, consumer return on investment value, aesthetics value and playfulness value were deduced as important shopping values in the group of customers using discount stores. Second, the independent sample t-test about how differently consumers perceive the brand assets of retail stores following the types of retail stores was conducted. The result is that consumers perceive the brand assets of discount stores(brand recognition, brand image, store loyalty) more highly than the brand assets of convenience stores. As a result of the significance testing about this, the average differences about brand recognition, brand image and store loyalty between convenience stores and discount stores were all statistically significant. Third, as a result of examination of study model, the result of covariance structure analysis of shopping experiential value and brand assets and loyalty in the group using convenience stores is that the impact of aesthetics value among shopping experiential values on brand recognition and brand image is not significant. In addition, playfulness value and efficiency value have a significant impact on brand recognition respectively. Moreover, only brand image among brand assets has a significant impact on store loyalty. As a result of covariance structure analysis of shopping experiential value and brand assets and loyalty in the group using discount stores, consumer return on investment value among shopping experiential values has an impact that is not significant on brand recognition and brand image, and playfulness value and efficiency value have a significant impact on brand recognition and brand image respectively. In addition, brand image and brand image among brand assets have a significant impact on store loyalty respectively.