The brand expe-resonance model, a new invention and practical tool of brand experience for fast food industry / Rozita Naina Mohamed … [et al.]

• Main Authors: Naina Mohamed, Rozita, Mohd Daud, Norzaidi, Abdul Rahim, Faizah, Musa, Rosidah
• Format: Book Section
• Language: English
• Published: Division of Research, Industrial Linkages and Alumni, UiTM Cawangan Melaka 2011
• Subjects: Branding (Marketing); Creative ability in technology
• Online Access: https://ir.uitm.edu.my/id/eprint/77368/1/77368.pdf; https://ir.uitm.edu.my/id/eprint/77368/
• Institution: Universiti Teknologi Mara

Evidently, fast food industry has experienced the fastest growth and contributed economically to the nation. Since the competition is getting stiff, the industry has to precisely understand the consumers’ sensitivity, lifestyle and consumption experience. Notably, brand experience is still new and e...