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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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Bibliographic Details
Main Author:	YANG, Z.
Format:	Dissertation (University of Nottingham only)
Language:	English
Published:	2020
Subjects:	Experience marketing Brand experience Brand experience dimensions Brand loyalty Brand love Confirmatory factor analysis (CFA) The service context The gaming industry
Online Access:	https://eprints.nottingham.ac.uk/62789/

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