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The roles of brand experience in forming loyalty intention

Drawing from observations on branding theories, this study aims to examine the roles of brand experience dimensions (i.e. sensory, affective, behavioral, and intellectual) in forming loyalty intention towards sports brands. A survey based quantitative approach is employed to examine the pos...

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Bibliographic Details
Main Authors:	Lada, Suddin, Mohd Suki, Norazah, Md. Sidin, Samsinar
Format:	Article
Published:	Labuan Faculty of International Finance, Universiti Malaysia Sabah 2014
Online Access:	http://psasir.upm.edu.my/id/eprint/35807/

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