Relationship between brand trust and positive electronic word-of-mouth intention
This study examines the effects of brand trust and Online Brand Community (OBC) trust on repeat purchase intention and positive Electronic Word-Of-Mouth intention (eWOM). A sample of 502 consumers was surveyed. The results show that brand trust positively affects the online brand community trust and...
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| Format: | Article |
| Language: | Vietnamese |
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TẠP CHÍ KHOA HỌC ĐẠI HỌC MỞ THÀNH PHỐ HỒ CHÍ MINH
2023-06-01
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| Series: | Tạp chí Khoa học Đại học Mở Thành phố Hồ Chí Minh - Kinh tế và Quản trị kinh doanh |
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| Online Access: | https://journalofscience.ou.edu.vn/index.php/econ-vi/article/view/2149 |