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Keywords: Customers’ experience
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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
... and loyalty. It also addresses how customers’ experience and their social compliance moderate the impact of their brand perceptions on their trust and loyalty. Design/methodology/approach Customers’ perceptions are measured through brand associations based on the bank's functional elements, its personnel...
