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Journal Articles
Managing brand associations to drive customers’ trust and loyalty in Vietnamese banking
Available to Purchase
International Journal of Bank Marketing (2013) 31 (6): 456–480.
Published: 06 September 2013
... a negative direct impact on loyalty, while functional and corporate‐based associations have a stronger impact on loyalty. Trust strongly mediates brand associations’ impact on loyalty. In addition, corporate‐based associations have a stronger impact on trust and loyalty for customers with little direct...
