Brand Experience-Brand Love Relationship for Indian Hypermarket Brands: The Moderating Role of Customer Personality Traits

Volume: 20, Issue: 1, Pages: 20 - 41
Published: Jan 21, 2020
Abstract
Experiential marketing is a decisive facet of brand management and customer-brand relationship. With the growth of hypermarket brands in India, customers focus on the experiential benefits from the particular hypermarket brand for developing a loving relationship. Despite the existing studies in the literature on brand experience, there are very few studies focused on the stimulus of brand experience for the brand love of customers in the...
Paper Details
Title
Brand Experience-Brand Love Relationship for Indian Hypermarket Brands: The Moderating Role of Customer Personality Traits
Published Date
Jan 21, 2020
Volume
20
Issue
1
Pages
20 - 41
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