Modelling the predictors and outcomes of brand experience: evidence from the chained fast food brand / Rozita Naina Mohamed

• 第一著者: Naina Mohamed, Rozita
• フォーマット: Book Section
• 言語: English
• 出版事項: Institute of Graduate Studies, UiTM 2014
• 主題: Branding (Marketing)
• オンライン･アクセス: http://ir.uitm.edu.my/id/eprint/19288/1/ABS_ROZITA%20NAINA%20MOHAMED%20TDRA%20VOL%205%20IGS_14.pdf; http://ir.uitm.edu.my/id/eprint/19288/

In today’s overcrowded and highly competitive marketplace, ‘Brand Experience’ (BE) can be the most privileged tool for differentiation. Customer’s feeling, emotion and interactions will contribute to the overall perception of the brand experience. Undoubtedly, it is critical to gain insights into th...