Involvement with experience: Activating the impact of brand experiences on brand attitude and loyalty

Authors

• Seema Gupta, Indian Institute of Management BangaloreFollow
• Tanvi Gupta
• G Shainesh, Indian Institute of Management BangaloreFollow

Copyright Date

January 2015

Publication Date

1-1-2015

Keywords

Marketing management, Brand management, Emerging market, Loyalty

Conference

International Conference “Emerging Markets Conference 2015”, 20-22 January, 2015, IMT Dubai