The impacts of consumer value and brand identification on brand loyalty and electronic word of mouth: the case of smartphone market in Ho Chi Minh City
Finding out the antecedents of brand loyalty is an interesting topic. The paper’s target is answering the question “Do consumer value and consumer-brand identification lead to consumer’s loyalty with the brand and positive electronic word of mouth in the context of smartphone market in Ho Chi Min...
| 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/36 |