THE ROLE OF BRAND EXPERIENCE ON BRAND EQUITY DIMENSIONS

  • K. R. Deepalakshmi et. al

Abstract

Todays consumers are struggling with countless choices and a massive amount of Information. Traditional brand communication methods are not that effective and hence Brand experience has emerged as an innovative way to build a brand in the minds of consumers. The purpose of the study is to understand the direct and indirect relationship between Brand Experience and Brand Equity. The theoretical model is proposed that delineates the relationship between brand experience and brand equity.  

Published
2019-11-11