The relationships among brand experience, brand resonance and brand loyalty in experiential marketing : evidence from smart phone in Taiwan
Year of publication: |
2017
|
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Authors: | Shieh, Hwai-Shuh ; Lai, Wei-Hsun |
Published in: |
Journal of economics & management. - Katowice, ISSN 1732-1948, ZDB-ID 2175776-8. - Vol. 28.2017, 2, p. 57-73
|
Subject: | brand experience | brand resonance | brand loyalty | experiential marketing | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Taiwan | Markenartikel | Brand | Markenimage | Brand image | Beziehungsmarketing | Relationship marketing | Markentreue | Brand loyalty | Event-Marketing | Event marketing |
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