Brand Attitude, Brand Experience, Brand Love and Word of Mouth: Evidence from China and Malaysia's IKEA
نویسندگان
چکیده
IKEA is a fast-growing multinational home furnishings company started in 1943 Sweden. Using comparative analysis of the brand Malaysia and China, this research intends to analyze relationship between attitude, experience, love, word mouth. The data collected from China (N=100) revealed that love impact This paper contributes consumer-brand relationships literature by exploring role retail brands Malaysia. It also understand better how build nurture effective elicit intense passionate feelings towards brands. Keywords: Brand Attitude, Experience, Love, IKEA, Malaysia, Word Mouth
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ژورنال
عنوان ژورنال: International Journal of Tourism and Hospitality in Asia Pasific
سال: 2022
ISSN: ['2654-7945', '2685-8800']
DOI: https://doi.org/10.32535/ijthap.v5i3.1890