Exploring the brand experience of Korean brands on customer interactions in Ho Chi Minh City, Vietnam: non-linear structural equation modelling approach
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- Iglesias, Oriol & Markovic, Stefan & Rialp, Josep, 2019. "How does sensory brand experience influence brand equity? Considering the roles of customer satisfaction, customer affective commitment, and employee empathy," Journal of Business Research, Elsevier, vol. 96(C), pages 343-354.
- Japutra, Arnold & Molinillo, Sebastian, 2019. "Responsible and active brand personality: On the relationships with brand experience and key relationship constructs," Journal of Business Research, Elsevier, vol. 99(C), pages 464-471.
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More about this item
Keywords
Brand experience; WOM; Ho Chi Minh City’s consumers; Korean Brands;All these keywords.
NEP fields
This paper has been announced in the following NEP Reports:- NEP-IPR-2023-10-30 (Intellectual Property Rights)
- NEP-SEA-2023-10-30 (South East Asia)
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