The mediating role of self-brand connection and brand identity in the relationship between brand credibility and brand loyalty

Brand loyalty has a crucial role in the business and wins the mind of the customers is the key mission of any brand. On the other hand, consumers use brands to express themselves, position and integrate the brand image into their own identity. Hence, this study aims to find out the relationship betw...

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Библиографические подробности

Главные авторы:	Nguyen Ngoc Dan Thanh, Nguyen Duc Thanh, Le Thi Thanh Thuy, Do Minh Thuy, Nguyen Thi Thanh Thao, Tong Nguyen Phuong Thanh
Формат:	Artigo
Язык:	Inglês
Опубликовано:	HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE 2020-08-01
Серии:	Ho Chi Minh City Open University Journal of Science - Economics and Business Administration
Предметы:	brand credibility self-brand connection brand identity brand loyalty
Online-ссылка:	https://journalofscience.ou.edu.vn/index.php/econ-en/article/view/562
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