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https://dspace.ctu.edu.vn/jspui/handle/123456789/38491
Title: | The mediating role of self-brand connection and brand identity in the relationship between brand credibility and brand loyalty |
Authors: | Nguyen, Ngoc Dan Thanh Nguyen, Duc Thanh Le, Thi Thanh Thuy Do, Minh Thuy Nguyen, Thi Thanh Thao Tong, Nguyên Phuong Thanh |
Keywords: | Brand credibility Self-brand connection Brand identity Brand loyalty |
Issue Date: | 2020 |
Series/Report no.: | Journal of Science HCM Open University;Vol. 10, No. 04 .- P.112-129 |
Abstract: | 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 between brand credibility, self-brand connection, and brand identity to brand loyalty in the context of Apple's brand. The study is quantitative research, data is surveyed in a single time collected from a population. 420 questionnaires are distributed to young people who are studying and working in Ho Chi Minh City and they are the current Apple customers. The finding of the research was shown that there has a mediating role of self-brand connection and brand identity in the relationship between brand credibility and brand loyalty. Also, brand identity has a positive impact on a self-brand connection. |
URI: | https://dspace.ctu.edu.vn/jspui/handle/123456789/38491 |
ISSN: | 1859-3453 |
Appears in Collections: | Khoa học Trường ĐH Mở Tp.HCM (Journal of Science HCM Open University) |
Files in This Item:
File | Description | Size | Format | |
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_file_ Restricted Access | 5.47 MB | Adobe PDF | ||
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