| DC Field | Value | Language |
|---|---|---|
| dc.contributor.author | Nguyen Thi Mai Trang | - |
| dc.contributor.other | Nguyen Thi Ngoc Lien | - |
| dc.date.accessioned | 2017-10-05T09:58:28Z | - |
| dc.date.available | 2017-10-05T09:58:28Z | - |
| dc.date.issued | 2017-09-28 | - |
| dc.identifier.uri | http://digital.lib.ueh.edu.vn/handle/UEH/55505 | - |
| dc.description.abstract | This 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.format | Portable Document Format (PDF) | - |
| dc.language.iso | eng | - |
| dc.publisher | UEH Publishing House | - |
| dc.relation.ispartof | Proceedings of ICUEH2017: International conference of University of Economic Ho Chi Minh City: Policies and sustainable economic development, HCMC, Vietnam, September 28, 2018 | - |
| dc.subject | Brand loyalty | en |
| dc.subject | Brand personality appeal | en |
| dc.subject | Brand love | en |
| dc.subject | Five Factor Model. | en |
| dc.title | Effects of brand personality appeal and brand love on brand loyalty: evidence from Vietnam | en |
| dc.type | Conference Paper | en |
| dc.format.firstpage | 319 | - |
| dc.format.lastpage | 341 | - |
| Appears in Collections: | Conference Papers | |
| DC Field | Value | Language |
|---|---|---|
| dc.contributor.author | Nguyen Thi Mai Trang | - |
| dc.contributor.other | Nguyen Thi Ngoc Lien | - |
| dc.date.accessioned | 2017-10-05T09:58:28Z | - |
| dc.date.available | 2017-10-05T09:58:28Z | - |
| dc.date.issued | 2017-09-28 | - |
| dc.identifier.uri | http://digital.lib.ueh.edu.vn/handle/UEH/55505 | - |
| dc.description.abstract | This 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.format | Portable Document Format (PDF) | - |
| dc.language.iso | eng | - |
| dc.publisher | UEH Publishing House | - |
| dc.relation.ispartof | Proceedings of ICUEH2017: International conference of University of Economic Ho Chi Minh City: Policies and sustainable economic development, HCMC, Vietnam, September 28, 2018 | - |
| dc.subject | Brand loyalty | en |
| dc.subject | Brand personality appeal | en |
| dc.subject | Brand love | en |
| dc.subject | Five Factor Model. | en |
| dc.title | Effects of brand personality appeal and brand love on brand loyalty: evidence from Vietnam | en |
| dc.type | Conference Paper | en |
| dc.format.firstpage | 319 | - |
| dc.format.lastpage | 341 | - |
| Appears in Collections: | Conference Papers | |
| APA | Trang, N. T. M. (2017-09-28). Effects of brand personality appeal and brand love on brand loyalty: evidence from Vietnam. (Conference Paper). http://digital.lib.ueh.edu.vn/handle/UEH/55505 |
|---|---|
| MLA | Nguyen Thi Mai Trang. Effects of brand personality appeal and brand love on brand loyalty: evidence from Vietnam. 2017-09-28. UEH Publishing House. Conference Paper. http://digital.lib.ueh.edu.vn/handle/UEH/55505 |
| Chicago | Nguyen Thi Mai Trang. "Effects of brand personality appeal and brand love on brand loyalty: evidence from Vietnam. "(Conference Paper, UEH Publishing House, 2017-09-28) |
