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Please use this identifier to cite or link to this item: https://digital.lib.ueh.edu.vn/handle/UEH/55221
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dc.contributor.authorNguyen Thi Mai Trang-
dc.date.accessioned2017-09-14T11:02:15Z-
dc.date.available2017-09-14T11:02:15Z-
dc.date.issued2013-
dc.identifier.issn1859 -1124-
dc.identifier.urihttp://digital.lib.ueh.edu.vn/handle/UEH/55221-
dc.identifier.urihttp://jabes.ueh.edu.vn/Home/SearchArticle?article_Id=b3bdb00f-e5ca-46fa-82ab-244d28938e26-
dc.description.abstractThis study examines the effect of brand commitment on brand passion. It also investigates the role of some selected promotion-mix elements (i.e., advertising and public relations) in brand passion. A model depicting these relationships was tested with a sample of 386 consumers in HCMC, Vietnam. The results show that attitudes toward advertising and public relations have positive impacts on brand passion, and subsequently brand passion is a key factor influencing brand commitment. These findings imply that a firm is able to enhance brand passion through advertising and public relations. In so doing, the firm will enjoy the benefit created by committed consumers of its brands.-
dc.formatPortable Document Format (PDF)-
dc.publisherTrường Đại học Kinh tế Tp. Hồ Chí Minh-
dc.relation.ispartofJournal of Economic Development-
dc.relation.ispartofseriesJED, No. 217-
dc.subjectBrand passion-
dc.subjectBrand commitment-
dc.subjectPublic relations-
dc.subjectAdvertising-
dc.titleBuilding brand commitment through brand passion-
dc.typeJournal Article-
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dc.identifier.doihttp://doi.org/10.24311/jed/2013.217.02-
dc.format.firstpage120-
dc.format.lastpage128-
item.openairecristypehttp://purl.org/coar/resource_type/c_18cf-
item.fulltextOnly abstracts-
item.grantfulltextnone-
item.cerifentitytypePublications-
item.openairetypeJournal Article-
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