Ding, Cherng G.; Tseng, Timmy H. - In: European Journal of Marketing 49 (2015) 7/8, pp. 994-1015
Purpose – The purpose of this paper is to further examine the mediation mechanism to account for the influence of brand experience on brand loyalty by integrating the experiential view of consumption and the appraisal theory of emotion. Design/methodology/approach – An onsite interview...