SAMVAD: International Journal of Management

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In today's scenario of increasing competition and dynamic business environment, achieving brand love is one of the vital objectives for brands. Considering this rising importance and applicability of brand experience and the benefits derived out of it, this study aims at examining the impact of brand experience on brand trust and brand love. A conceptual framework is tested using multiple regression analysis with responses collected through a structured questionnaire. The paper also contributes to the existing theory and results may help the brand managers in taking various decisions related to the brand.

Keywords

Brand Experience, Brand Trust, Brand Love, Multiple Regressions.
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