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Keywords: Attachment strength
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Journal Articles
Journal:
Journal of Services Marketing
Journal of Services Marketing 1–16.
Published: 13 August 2026
... the moderating role of brand attachment strength ( AS ) and how institutional context in an emerging market modifies students’ brand perceptions. Design/methodology/approach A mixed-methods approach was used. In the initial stage, the quantitative data from 635 students in Ho Chi Minh City were analyzed...
