Exploring advertising as an antecedent to brand experience dimensions: an experimental study
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DOI: 10.1057/s41264-018-0056-7
Abstract: The objective of the study is to investigate the impact of advertising on brand experience dimensions for an existing bank and a financial technology (Fintech) brand. A 2 × 2 between-subject experimental study was conducted that analyzed… read more here.
Keywords: experience dimensions; brand experience; study; advertising ... See more keywords