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

• Main Authors: Naina Mohamed, Rozita, Mohd Daud, Norzaidi
• Format: Book Section
• Language: English
• Published: Division of Research, Industrial Linkages and Alumni, UiTM Cawangan Melaka 2011
• Subjects: Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling; Consumer satisfaction
• Online Access: https://ir.uitm.edu.my/id/eprint/77342/1/77342.pdf; https://ir.uitm.edu.my/id/eprint/77342/

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...