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

• 主要作者: Naina Mohamed, Rozita
• 格式: Book Section
• 语言: English
• 出版: Institute of Graduate Studies, UiTM 2014
• 主题: Branding (Marketing)
• 在线阅读: 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...