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Please use this identifier to cite or link to this item: https://digital.lib.ueh.edu.vn/handle/UEH/55505
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dc.contributor.authorNguyen Thi Mai Trang-
dc.contributor.otherNguyen Thi Ngoc Lien-
dc.date.accessioned2017-10-05T09:58:28Z-
dc.date.available2017-10-05T09:58:28Z-
dc.date.issued2017-09-28-
dc.identifier.urihttp://digital.lib.ueh.edu.vn/handle/UEH/55505-
dc.description.abstractThis study aims to examine the role of brand personality appeal in brand loyalty directly and indirectly via brand love. Using data collected from 355 consumers in Ho Chi Minh City, Vietnam, this paper explores the importance of brand personality appeal and brand love on brand loyalty. The findings show that brand personality appeal is a better predictor of brand loyalty than brand love itself.en
dc.formatPortable Document Format (PDF)-
dc.language.isoeng-
dc.publisherUEH Publishing House-
dc.relation.ispartofProceedings of ICUEH2017: International conference of University of Economic Ho Chi Minh City: Policies and sustainable economic development, HCMC, Vietnam, September 28, 2018-
dc.subjectBrand loyaltyen
dc.subjectBrand personality appealen
dc.subjectBrand loveen
dc.subjectFive Factor Model.en
dc.titleEffects of brand personality appeal and brand love on brand loyalty: evidence from Vietnamen
dc.typeConference Paperen
dc.format.firstpage319-
dc.format.lastpage341-
item.openairecristypehttp://purl.org/coar/resource_type/c_18cf-
item.fulltextFull texts-
item.languageiso639-1en-
item.grantfulltextreserved-
item.cerifentitytypePublications-
item.openairetypeConference Paper-
Appears in Collections:Conference Papers
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