Antecedents and outcome of consumer-brand identification: An empirical study of smartphones’ brands in Vietnam

Autor: Lý Mỹ Hằng, Nguyễn Thị Mai Trang

Publikováno v: Tạp chí Khoa học Đại học Mở Thành phố Hồ Chí Minh - Kinh tế và Quản trị kinh doanh, Vol 16, Iss 3, Pp 81-92 (2021)

This study examines the impacts of brand distinctiveness, brand prestige, brand social benefits, and brand warmth on consumer-brand identification, which in turn influences word of mouth. Structural Equation Modeling (SEM) was used to test these rela

Externí odkaz: https://doaj.org/article/fd41456b4dd1411fad8ab99b955d0a26