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Keywords: Brand experience evaluation
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Journal Articles
Journal:
Journal of Asia Business Studies
Journal of Asia Business Studies (2020) 14 (4): 505–524.
Published: 07 February 2020
... is to examine antecedents to brand experience dimensions for umbrella brand and product brand using an experimental study; in the second part, the relationship among brand experience dimensions, brand experience evaluation and brand loyalty was examined using structural equation modeling by incorporating...
