Factors Affecting Brand Experience of Passenger Cars in Nepal
Bharat Rai,
Ajaya Kumar Khadka,
Indira Shrestha
Abstract:Purpose- The major goal of the research was to examine the influence of car's attributes, car's price, car's appearance, brand personality of car and self-congruity on brand experience toward passenger cars.
Design/Methodology/Approach- Positivist epistemology with predetermined hypotheses was used in the study. A six-point Likert scale structured questionnaire was used for collection the primary data. The population of the study was all passenger car users in Nepal. The sample size was 411 passenger car… Show more
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