Factors affecting customer engagement and brand loyalty in Vietnam FMCG: the moderation of artificial intelligence
This study was conducted to investigate factors affecting Vietnamese customer engagement, the effect of customer engagement on brand loyalty in the Fast‑Moving Consumer Goods (FMCG) industry, and the moderating role of artificial intelligence (AI). A 416 valid sample was used in this study to assess...
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| Principais autores: | , , , , , |
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| Format: | Artigo |
| Jezik: | Inglês |
| Izdano: |
Taylor & Francis Group
2024-12-01
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| Serija: | Cogent Business & Management |
| Teme: | |
| Online dostop: | https://www.tandfonline.com/doi/10.1080/23311975.2024.2428778 |
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