The purpose of the study was: (1) to develop a reliable and valid scale and model for sensory experience, (2) to empirically test the model using Roberts’ (2004) love marks theory by examining the effect of the two brand image dimensions on the love mark experience (brand love and brand respect) and, (3) to examine the relationship among brand loyalty, brand trust, and overall brand equity. The empirical results show that the model is found to be fit and the hypotheses are significant and the variables have a strong correlation with one another.
Rupini, R V.
"A Study on the Effectiveness of Sensory Branding in Cafe Coffee Day Outlets in Coimbatore,"
Health Sciences: Vol. 2:
1, Article 17.
Available at: https://doi.org/10.15342/hs.2020.270
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