Title: Impact of brand experience on brand love and brand loyalty --in an empirical context of the gaming industry
Abstract Objectives – Existing literature on brand experience and brand loyalty tends to ignore the role of mediating effects in the relationships between brand experience and brand loyalty. Moreover, the literature has not examined the relational dimensions of brand experience in the gaming indus...
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| Format: | Dissertation (University of Nottingham only) |
| Language: | English |
| Published: |
2020
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| Online Access: | https://eprints.nottingham.ac.uk/62789/ |