Khan, Imran; Fatma, Mobin; Kumar, Vikas; Amoroso, Sara - In: Marketing Intelligence & Planning 39 (2020) 2, pp. 329-341
Purpose: The purpose of this research is to examine the effect of certain dimensions of brand experience (sensory, behavioural, affective and intellectual) on millennial consumers' engagement. Design/methodology/approach: Data were collected using the central location intercept method from 443...