Safeer, Asif Ali; Yuanqiong, He; Abrar, Muhammad; … - In: Marketing Intelligence & Planning (2021)
Purpose: This study investigated the role of brand experience dimensions (behavioral, intellectual, sensory and affective) to predict consumer loyalty (repurchase intention (RPI), word of mouth (WOM) and willingness to pay more (WPM)) through the mediating role of perceived brand authenticity...