The Evolution of a Robust and Reliable Brand Experience Scale in the Malaysian Context: An Empirical Evidence

AL-Fakhri, I.; Alabdullah, T.T.Y.

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Title	The Evolution of a Robust and Reliable Brand Experience Scale in the Malaysian Context: An Empirical Evidence
Authors	AL-Fakhri, I. Alabdullah, T.T.Y.
ORCID
Keywords	розміри досвіду бренду аспекты взаимодействия с брендом brand experience dimensions шкала досвіду бренду шкала опыта бренда brand experience scale експериментальний маркетинг эмпирический маркетинг experiential marketing тисячолітнє покоління поколение миллениалов millennial generation смартфон smartphone
Type	Article
Date of Issue	2021
URI	https://essuir.sumdu.edu.ua/handle/123456789/86679
Publisher	Sumy State University
License	Creative Commons Attribution 4.0 International License
Citation	AL-Fakhri, I., Alabdullah, T.T.Y. (2021). The Evolution of a Robust and Reliable Brand Experience Scale in the Malaysian Context: An Empirical Evidence. Business Ethics and Leadership, 5(4), 59-67. https://doi.org/10.21272/bel.5(4).59-67.2021
Abstract	The way consumers perceive, engage, and behave in today’s global marketplace is everything. Human connection is increasingly important in creating memorable experiences by offering the required interactions. As a response, marketers compete fiercely, and classic marketing ideas and tactics are no longer successful or enticing consumers. Marketers needed fresh ways to captivate customers; thus, experiential marketing was born.
Appears in Collections:	Business Ethics and Leadership (BEL)