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Keywords: Brand experiences
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Journal Articles
Journal:
Journal of Islamic Marketing
Journal of Islamic Marketing (2017) 8 (2): 218–242.
Published: 12 June 2017
...Mohsin Altaf; Naveed Iqbal; Sany Sanuri Mohd. Mokhtar; Maqbool Hussain Sial Purpose The purposes of the study are to investigate the role of brand experience in the generation of consumer-based brand equity (CBBE) in Islamic banking and to identify the important components of brand equity...
