About the book:
Studies in the experience domain are still developing and academicians believe that it needs to be studied in diverse domains to attain its generalization. Literature has identified many important outcomes of brand experience which mostly include loyalty, equity and satisfaction. However, contemporary marketers are looking at engaging their consumers through the delivery of enjoyable experiences. This is for the reason that engaged consumers are extra loyal, buy more and spread optimistic word of mouth about the business. Customer engagement is often accredited to delivering of affirmative and positive experience to the customers. Association between customer brand engagement and brand experience has not been completely explored.
About the author:
Dr. Faseeh Amin has a degree in MBA (Marketing & International Business) from BVP, Pune and MPhil & Ph.D (Management/ Marketing) from Central University of Kashmir. He is currently a research associate in University of Kashmir. His research focuses on social media addiction, branding, customer brand engagement, social media marketing and online shopping. He hopes to use his research to create ingenious solutions in the field of management and become a business professional.
Dr. Fayaz Ahmad Nika is a Professor and Finance Officer in Central University of Kashmir. He has also assumed charge earlier as HOD (Business Stusies) and former Incharge Registrar in Central University of Kashmir. His research focuses on finance, HR, branding and customer brand engagement. He hopes to use his research to create ingenious solutions in the field of management. He has 19 years teaching experience in Commerce and Management Studies in Higher Education Department J&K Govt and Central University of Kashmir.