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Modelling the predictors and outcomes of brand experience: evidence from the chained fast food brand / Rozita Naina Mohamed

In today’s overcrowded and highly competitive marketplace, ‘Brand Experience’ (BE) can be the most privileged tool for differentiation. Customer’s feeling, emotion and interactions will contribute to the overall perception of the brand experience. Undoubtedly, it is critical to gain insights into th...

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Bibliographic Details
Main Author:	Naina Mohamed, Rozita
Format:	Book Section
Language:	English
Published:	Institute of Graduate Studies, UiTM 2014
Subjects:	Branding (Marketing)
Online Access:	https://ir.uitm.edu.my/id/eprint/19288/

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