The roles of brand experience in forming loyalty intention
Drawing from observations on branding theories, this study aims to examine the roles of brand experience dimensions (i.e. sensory, affective, behavioral, and intellectual) in forming loyalty intention towards sports brands. A survey based quantitative approach is employed to examine the pos...
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| Формат: | Статья |
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Labuan Faculty of International Finance, Universiti Malaysia Sabah
2014
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