A study of brand preference: An experiential view

Doctoral thesis English OPEN
Ebrahim, Reham Shawky;
  • Publisher: Brunel University Brunel Business School PhD Theses
  • Subject: Brand knowledge | Brand experiences | Brand preference | Repurchase intention

This thesis was submitted for the degree of Doctor of Philosophy and was awarded by Brunel University Consumer brand preference is an essential step to understand consumer choice behaviour, and has therefore always received great attention from marketers. Brand prefe... View more
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