This study investigated effects of coffeehouse brand experience and personality on brand prestige and effects of brand prestige on brand relationship quality and brand loyalty. The study also explored the applicability of the four-factor model of brand experience and five-factor model of brand...

Purpose: This study aims to provide a better understanding of how gift card receivers react to the types of gift cards. This study examined the effect of gift card types (intangible experiences vs less intangible experience vs tangible goods) on a recipient’s willingness to spend more through...