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Title | The Evolution of a Robust and Reliable Brand Experience Scale in the Malaysian Context: An Empirical Evidence |
Authors |
AL-Fakhri, I.
Alabdullah, T.T.Y. |
ORCID | |
Keywords |
розміри досвіду бренду аспекты взаимодействия с брендом brand experience dimensions шкала досвіду бренду шкала опыта бренда brand experience scale експериментальний маркетинг эмпирический маркетинг experiential marketing тисячолітнє покоління поколение миллениалов millennial generation смартфон smartphone |
Type | Article |
Date of Issue | 2021 |
URI | https://essuir.sumdu.edu.ua/handle/123456789/86679 |
Publisher | Sumy State University |
License | Creative Commons Attribution 4.0 International License |
Citation | AL-Fakhri, I., Alabdullah, T.T.Y. (2021). The Evolution of a Robust and Reliable Brand Experience Scale in the Malaysian Context: An Empirical Evidence. Business Ethics and Leadership, 5(4), 59-67. https://doi.org/10.21272/bel.5(4).59-67.2021 |
Abstract |
The way consumers perceive, engage, and behave in today’s global marketplace is everything. Human connection is increasingly important in creating memorable experiences by offering the required interactions. As a response, marketers compete fiercely, and classic marketing ideas and tactics are no longer successful or enticing consumers. Marketers needed fresh ways to captivate customers; thus, experiential marketing was born. |
Appears in Collections: |
Business Ethics and Leadership (BEL) |
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File | Size | Format | Downloads |
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AL-Fakhri_The_Evolution_of_a_Robust.pdf | 427,31 kB | Adobe PDF | 1950934754 |
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