Innovative brand experience's influence on brand equity and brand satisfaction
Abstract
Many studies examine the role of innovation as a source of competitive advantage in the airline industry. Innovative brand experience is a particularly hot issue as it can deliver unique functional and emotional elements to build a strong relationship between the brand and its customers. The purpose of this study is to examine the relationships between innovative brand experience, brand equity and brand satisfaction in airlines. To this end,...
Paper Details
Title
Innovative brand experience's influence on brand equity and brand satisfaction
Published Date
Nov 1, 2015
Journal
Volume
68
Issue
11
Pages
2254 - 2259
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Notes
History