The mediating role of self-brand connection and brand identity in the relationship between brand credibility and brand loyalty

Autor: Nguyen Ngoc Dan Thanh, Nguyen Duc Thanh, Le Thi Thanh Thuy, Do Minh Thuy, Nguyen Thi Thanh Thao, Tong Nguyen Phuong Thanh

Publikováno v: Ho Chi Minh City Open University Journal of Science - Economics and Business Administration, Vol 10, Iss 2, Pp 112-129 (2020)

Brand loyalty has a crucial role in the business and wins the mind of the customers is the key mission of any brand. On the other hand, consumers use brands to express themselves, position and integrate the brand image into their own identity. Hence,

Externí odkaz: https://doaj.org/article/4ec76ebd2a004a88878fea9ade7fab8d