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Keywords: Advertising values
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Journal Articles
Khoi Minh Nguyen, Ngan Thanh Nguyen, Thao Thi Xuan Pham, Nhi Huynh Man Tran, Ngoc Chung Bao Cap, Vy Khanh Nguyen
Journal:
Spanish Journal of Marketing - ESIC
Spanish Journal of Marketing - ESIC (2026) 30 (1): 2–30.
Published: 20 January 2025
... connection and advertising value. Design/methodology/approach This research was conducted using a quantitative method through an online questionnaire with a sample of 728 in Vietnam, analyzing data by using the partial least squares structural equation modeling model. Findings This study evaluates...
