Influence of brand experience on brand loyalty and brand equity of the smartphone millennial users.

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Date
2017-03
Authors
Qader, Iman Khalid Abdul
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Volume Title
Publisher
Universiti Sains Malaysia
Abstract
Pengalaman jenama adalah faktor penting bagi meningkatkan nilai jenama kerana pemasar dan perniagaan akan mendapat kelebihan kompetitif melalui jenama yang berjaya. Brand experience is an important factor to increase brand equity, as marketers and businesses can gain competitive advantage through successful brands.
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Keywords
Loyalty , Smartphone
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