Measuring brand attachment: Which measurement scale suitable for the Vietnamese market?
Research about brand attachement getsattention of researchers because of its abiblity to explain customer behaviors after purchase. Thus the measurement scales of this concept are diverse. Two prominent scales can be found in the literature. One was created by Lacoeuilhe...
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| Format: | Article |
| Language: | Vietnamese |
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TẠP CHÍ KHOA HỌC ĐẠI HỌC MỞ THÀNH PHỐ HỒ CHÍ MINH
2020-08-01
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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/708 |