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Effects of customer perceived value, brand experience on brand attachment, brand satisfaction, and word-of-mouth

Author

Listed:
  • Bui Thi Nhi

    (University of Finance - Marketing, Ho Chi Minh City, Vietnam)

  • Tran The Nam

    (University of Finance - Marketing, Ho Chi Minh City, Vietnam)

  • Nguyen Thi Thuy

    (University of Finance - Marketing, Ho Chi Minh City, Vietnam)

  • Nguyen Kieu Oanh

    (University of Finance - Marketing, Ho Chi Minh City, Vietnam)

  • Le Thi Thanh Trang

    (University of Finance - Marketing, Ho Chi Minh City, Vietnam)

Abstract

How to increase positive word-of-mouth of customers for a brand is an interesting question not only for business managers but also for researchers. Based on the consumer value theory, authors try to consolidate the hypothesis “Customer perceived value, brand experience influence on brand attachment, customer satisfaction, and customers’ word-of-mouth in the context of smartphones market in Ho Chi Minh City”. The authors applied the PLS-SEM (Partial Least Squares Structural Equation Modeling) technique to check the impacts of independent constructs on dependent constructs thanks to the information of 230 smartphones users. All hypotheses are confirmed by the results of the research. Such discoveries have both theoretical and practical implications. In theory, it supports the consumer value theory. In practice, enterprises should prioritize to offering more symbolic and emotional values for customers; to use influencers to share their feeling with customers. As a result, enterprises will have effective ambassadors for their brands.

Suggested Citation

  • Bui Thi Nhi & Tran The Nam & Nguyen Thi Thuy & Nguyen Kieu Oanh & Le Thi Thanh Trang, 2023. "Effects of customer perceived value, brand experience on brand attachment, brand satisfaction, and word-of-mouth," HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE - ECONOMICS AND BUSINESS ADMINISTRATION, HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE, HO CHI MINH CITY OPEN UNIVERSITY, vol. 13(2), pages 39-53.
    • Handle: RePEc:bjw:econen:v:13:y:2023:i:2:p:39-53
    DOI: 10.46223/HCMCOUJS.econ.en.13.2.2333.2023
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    References listed on IDEAS

    as
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    More about this item

    Keywords

    brand attachment; brand experience; customer perceived value; customer satisfaction; word-of-mouth;
    All these keywords.

    JEL classification:

    • M10 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other

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