A study of brand preference: An experiential view
Ebrahim, Reham Shawky
- Publisher: Brunel University Brunel Business School PhD Theses
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...