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Keywords: Serial multiple mediation model
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Journal Articles
Nhi Thao Ho-Mai, Vinh Trung Tran, Vien Ky Nguyen, Uyen Thi Thu Do, Thanh Ba Truong, Phuong Thi Kim Tran
Journal of Research in Interactive Marketing (2024) 18 (6): 1155–1177.
Published: 05 February 2024
...Nhi Thao Ho-Mai; Vinh Trung Tran; Vien Ky Nguyen; Uyen Thi Thu Do; Thanh Ba Truong; Phuong Thi Kim Tran Purpose From a consumer–brand relationship (CBR) perspective, this study proposes a serial multiple mediation model to explore the pathways (e.g. cognitive, affective and hybrid) to increase...
