The effect of brand image, perceived quality and brand experience on customer loyalty: an empirical investigation in the telecommunication industry in Vietnam

This paper analyses the effect of brand image, perceived quality, perceived uniqueness on loyalty of customers in the mobile telecom industry. The data for this study were gathered through face-to-face questionnaires that were distributed to target participants, who reported their consumption experi...

Full description

Bibliographic Details

Published in:	Journal of International Economics and Management pp. 60 - 74
Main Author:	Nguyen Thi Thanh Huyen
Format:	Journal Article
Language:	English
Published:	HDV INSER., JSC 01-07-2022
Subjects:	brand association brand experience brand image brand loyalty perceived quality
Online Access:	Get full text
Tags:	Add Tag No Tags, Be the first to tag this record!