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      Sensory in Psychology Branding

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      Journal of ASIAN Behavioural Studies

      e-IPH Ltd.

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          Abstract

          With the rapid growth of information communication technology, tangible benefit is considered to be the critical element in communicating brand and building long lasting relationship. This paper attempts to establish the connection between sensory attributes of human to cognitive and affective elements that consequently lead to the brand loyalty. The data is collected by using self-reported questionnaire to the respondents who had stayed in the selected Five-star hotels in Kuala Lumpur. It is concluded that human senses were significant and positively influence the decision to stay loyal with the Five-star hotel brand.

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          Author and article information

          Journal
          Journal of ASIAN Behavioural Studies
          jABs
          e-IPH Ltd.
          2514-7528
          June 29 2018
          July 20 2018
          : 3
          : 9
          : 123
          Article
          10.21834/jabs.v4i17.79
          © 2018

          This work is licensed under a Creative Commons Attribution 4.0 Unported License. To view a copy of this license, visit https://creativecommons.org/licenses/by-nc-nd/4.0/

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