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- Tác giả: Nguyễn Thị Khánh Ngọc
- Thông tin XB: TP Hồ Chí Minh: Trường Đại học Ngoại thương, 2024
- Mô tả vật lý: 113 p.
- Tóm tắt: The study investigates the impact of green marketing on customer loyalty in the consumer electronics sector in Ho Chi Minh City. Utilizing structural equation modeling and quantitative analysis, the research reveals that green promotion, green product, and green place significantly influence customer loyalty through green brand image, while green pricing does not. The study emphasizes the importance of green brand image in fostering customer loyalty, especially in an environmentally impactful industry ...
- Từ khóa: Green Marketing; Customer Loyalty; Green Brand Image; Consumer Electronics
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