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https://dspace.ctu.edu.vn/jspui/handle/123456789/38491
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DC Field | Value | Language |
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dc.contributor.author | Nguyen, Ngoc Dan Thanh | - |
dc.contributor.author | Nguyen, Duc Thanh | - |
dc.contributor.author | Le, Thi Thanh Thuy | - |
dc.contributor.author | Do, Minh Thuy | - |
dc.contributor.author | Nguyen, Thi Thanh Thao | - |
dc.contributor.author | Tong, Nguyên Phuong Thanh | - |
dc.date.accessioned | 2020-10-30T01:24:51Z | - |
dc.date.available | 2020-10-30T01:24:51Z | - |
dc.date.issued | 2020 | - |
dc.identifier.issn | 1859-3453 | - |
dc.identifier.uri | https://dspace.ctu.edu.vn/jspui/handle/123456789/38491 | - |
dc.description.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. | vi_VN |
dc.language.iso | en | vi_VN |
dc.relation.ispartofseries | Journal of Science HCM Open University;Vol. 10, No. 04 .- P.112-129 | - |
dc.subject | Brand credibility | vi_VN |
dc.subject | Self-brand connection | vi_VN |
dc.subject | Brand identity | vi_VN |
dc.subject | Brand loyalty | vi_VN |
dc.title | The mediating role of self-brand connection and brand identity in the relationship between brand credibility and brand loyalty | vi_VN |
dc.type | Article | vi_VN |
Appears in Collections: | Khoa học Trường ĐH Mở Tp.HCM (Journal of Science HCM Open University) |
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