Empirical relationship among dimensions of customer-based brand equity in e-tailing service: a study in Vietnam context
The study assesses the influence of brand awareness, perceived quality, and brand association on e-brand loyalty of consumers in online retailing service (e-tailing service) in Vietnam context. Exploratory factor analysis (EFA) was conducted to identify dimensions of customerbased brand equity and i...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
HDV INSER., JSC
2022-07-01
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| Series: | Journal of International Economics and Management |
| Subjects: | |
| Online Access: | https://jiem.ftu.edu.vn/index.php/jiem/article/view/206 |