Shahzad, Muhammad Faisal; Bilal, Muhammad; Xiao, Jin; … - In: Journal of Islamic Marketing 10 (2018) 2, pp. 440-464
Purpose: The purpose of this study is to find the influence of brand experience on brand equity with the mediation of hedonic emotions, utilitarian emotions and brand personality among the smartphone users in Pakistan. Design/methodology/approach: The survey based on empirical method was used...