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Downward price-based luxury brand line extension: Effects on premium luxury buyer’s perception and consequences on buying intention and brand loyalty
This research was carried out from the perspective of downward price-based brand extensions with the aim to discover its effects on customer perceptions regarding luxury brands and brand extensions and consequences on buying intention and luxury…
THE EFFECTS OF BRAND EXPERIENCE ON BRAND LOYALTY MEDIATED BY BRAND PASSION, SELF-BRAND CONNECTION, BRAND AFFECTION, AND CUSTOMER SATISFACTION ON SMARTPHONE USERS IN INDONESIA
This study examines the impact of brand experience on brand loyalty with the mediation effect of brand passion, self-brand connection, brand affection, and customer satisfaction of smartphone users in Indonesia. This study used a sample of 259…