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

Autor:	Lý Mỹ Hằng, Nguyễn Thị Mai Trang
Jazyk:	vietnamština
Rok vydání:	2021
Předmět:	nhận diện thương hiệu từ người tiêu dùng lý thuyết nhận dạng xã hội sự khác biệt thương hiệu uy tín thương hiệu Banking HG1501-3550
Zdroj:	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)
Druh dokumentu:	article
ISSN:	2734-9306 2734-9578
DOI:	10.46223/HCMCOUJS.econ.vi.16.3.577.2021
Popis:	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 relationships, using a sample of 269 mobile phone users in Ho Chi Minh City. The results show that the four antecedents, such as brand distinctiveness, brand prestige, brand social benefits, and brand warmth, positively affect consumer brand identification. In addition, consumer brand identification has a positive influence on word of mouth.
Databáze:	Directory of Open Access Journals
Externí odkaz:	https://doaj.org/article/fd41456b4dd1411fad8ab99b955d0a26 Zobrazit plný text záznamu View record in DOAJ