The antecedents of brand experience and its effect on trust and resonance: an empirical study of fast food industry in Malaysia / Rozita Naina Mohamed and Norzaidi Mohd Daud
Notably, brand experience is still new and emerging. However, the antecedent’s influence of brand experience is still elusive. This study examined the antecedents influence of customers brand experiences and the consequences of trust on resonance of the four prominent fast food in Malaysia namely, M...
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| Main Authors: | , |
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| Format: | Book Section |
| Language: | English |
| Published: |
Division of Research, Industrial Linkages and Alumni, UiTM Cawangan Melaka
2011
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| Subjects: | |
| Online Access: | https://ir.uitm.edu.my/id/eprint/77342/1/77342.pdf https://ir.uitm.edu.my/id/eprint/77342/ |
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