The roles of brand experience in forming loyalty intention

• Main Authors: Lada, Suddin, Mohd Suki, Norazah, Md. Sidin, Samsinar
• Format: Article
• Published: Labuan Faculty of International Finance, Universiti Malaysia Sabah 2014
• Online Access: http://psasir.upm.edu.my/id/eprint/35807/; http://wwwkal.ums.edu.my/ljms/

Drawing from observations on branding theories, this study aims to examine the roles of brand experience dimensions (i.e. sensory, affective, behavioral, and intellectual) in forming loyalty intention towards sports brands. A survey based quantitative approach is employed to examine the pos...