Modelling the predictors and outcomes of brand experience: evidence from the chained fast food brand / Rozita Naina Mohamed
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...
| Main Author: | |
|---|---|
| Format: | Book Section |
| Language: | English |
| Published: |
Institute of Graduate Studies, UiTM
2014
|
| Subjects: | |
| Online Access: | http://ir.uitm.edu.my/id/eprint/19288/ http://ir.uitm.edu.my/id/eprint/19288/1/ABS_ROZITA%20NAINA%20MOHAMED%20TDRA%20VOL%205%20IGS_14.pdf |