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  1. UEH Digital Repository
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Brand personality appeal, brand relationship quality and WOM transmission: a study of consumer markets in Vietnam

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Issue Date
2016
Author
Nguyen Dinh Tho
Co-Author
Nguyen Thi Mai Trang
Svein Ottar Olsen
Host Item
Asia Pacific Business Review
Journal Ranking
ISI, Scopus, ABDC
ISSN
1360-2381 (Print), 1743-792X (Online)
Metadata

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Issue Date
2016
Author
Nguyen Dinh Tho
Co-Author
Nguyen Thi Mai Trang
Svein Ottar Olsen
Metadata

Show full item record

Metadata Views

20

Content Views

0

Abstract

This study investigates the impact of brand personality appeal on both brand relationship quality and word-of-mouth (WOM) transmission in Vietnam. It also examines the role of consumer attitudes towards advertising and public relations on brand personality appeal as well as brand relationship quality. An empirical test with a sample of 477 consumers by means of structural equation modelling reveals that brand personality appeal has a positive impact on both brand relationship quality and WOM transmission and that brand relationship quality has a positive effect on WOM transmission. Furthermore, attitudes towards public relations have positive impacts on both brand personality appeal and brand relationship quality. Finally, attitudes towards advertising have a positive impact on brand personality appeal but not on brand relationship quality.

Keywords
Brand personality appeal, Brand relationship quality, Worth-of-mouth transmission, Vietnam
URI
http://digital.lib.ueh.edu.vn/handle/UEH/56252
Publisher
Routledge
DOI
http://dx.doi.org/10.1080/13602381.2015.1076655
Appears in Collections:INTERNATIONAL PUBLICATIONS

There are no files associated with this item.



Brand personality appeal, brand relationship quality and WOM transmission: a study of consumer markets in Vietnam

TweetLikeShare# Shares: 0

Metadata Views

20

Content Views

0

Issue Date
2016
Author
Nguyen Dinh Tho
Co-Author
Nguyen Thi Mai Trang
Svein Ottar Olsen
Host Item
Asia Pacific Business Review
Journal Ranking
ISI, Scopus, ABDC
ISSN
1360-2381 (Print), 1743-792X (Online)
Metadata

Show full item record


Issue Date
2016
Author
Nguyen Dinh Tho
Co-Author
Nguyen Thi Mai Trang
Svein Ottar Olsen
Metadata

Show full item record

Metadata Views

20

Content Views

0

Abstract

This study investigates the impact of brand personality appeal on both brand relationship quality and word-of-mouth (WOM) transmission in Vietnam. It also examines the role of consumer attitudes towards advertising and public relations on brand personality appeal as well as brand relationship quality. An empirical test with a sample of 477 consumers by means of structural equation modelling reveals that brand personality appeal has a positive impact on both brand relationship quality and WOM transmission and that brand relationship quality has a positive effect on WOM transmission. Furthermore, attitudes towards public relations have positive impacts on both brand personality appeal and brand relationship quality. Finally, attitudes towards advertising have a positive impact on brand personality appeal but not on brand relationship quality.

Keywords
Brand personality appeal, Brand relationship quality, Worth-of-mouth transmission, Vietnam
URI
http://digital.lib.ueh.edu.vn/handle/UEH/56252
Publisher
Routledge
DOI
http://dx.doi.org/10.1080/13602381.2015.1076655
Appears in Collections:INTERNATIONAL PUBLICATIONS

There are no files associated with this item.



Citation

APA    Tho, N. D. (2016). Brand personality appeal, brand relationship quality and WOM transmission: a study of consumer markets in Vietnam. (Journal Article). http://digital.lib.ueh.edu.vn/handle/UEH/56252
   
MLA    Nguyen Dinh Tho. Brand personality appeal, brand relationship quality and WOM transmission: a study of consumer markets in Vietnam. 2016. Routledge. Journal Article. http://digital.lib.ueh.edu.vn/handle/UEH/56252
   
Chicago    Nguyen Dinh Tho. "Brand personality appeal, brand relationship quality and WOM transmission: a study of consumer markets in Vietnam. "(Journal Article, Routledge, 2016)
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