Impact of sensory marketing on brand loyalty and consumers purchase intention : a quantitative study in the QSR industry
Sunaina Kothari and Meenakshi Sharma
| Year of publication: |
2024
|
|---|---|
| Authors: | Kothari, Sunaina ; Sharma, Meenakshi |
| Published in: |
International journal of business and globalisation : IJBG. - Genève [u.a.] : Inderscience Enterprises, ISSN 1753-3635, ZDB-ID 2435929-4. - Vol. 38.2024, 4, p. 497-514
|
| Subject: | brand loyalty | branding | consumer purchase intention | product differentiator | quantitative study | sensory marketing | structural equation modelling | Konsumentenverhalten | Consumer behaviour | Markentreue | Brand loyalty | Markenführung | Brand management | Markenimage | Brand image | Markenartikel | Brand | Marktforschung | Market research |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1504/IJBG.2024.142437 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015393956