Investigating the relationship between brand experience, brand authenticity, brand equity, and customer satisfaction: Evidence from Vietnam

The purpose of this research is to investigate the relationship between brand experience, brand authenticity, brand equity, and how those factors effect on customer satisfaction. The measurement model and the conceptual model depicting hypothesized relationships were evaluated based on responses fro...

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Hlavní autoři:	Van- Dat Tran, Ngoc Truc Thao Nguyen
Médium:	Artigo
Jazyk:	Inglês
Vydáno:	Taylor & Francis Group 2022-12-01
Edice:	Cogent Business & Management
Témata:	brand experience brand authenticity brand equity customer satisfaction M30 M31
On-line přístup:	https://www.tandfonline.com/doi/10.1080/23311975.2022.2084968
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