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- Tác giả: Phạm Hoàng Bảo Vy
- Thông tin XB: TP. HCM: Trường Đại học Ngoại thương, 2026
- Mô tả vật lý: 125 p.
- Tóm tắt: Based on a PLS-SEM analysis of 301 cosmetics consumers in Ho Chi Minh City, this study integrates the theories of Brand Experience, Expectation Confirmation, and Multidimensional Loyalty to examine the drivers of customer retention. The findings confirm that Brand Experience significantly impacts loyalty, with Brand Trust acting as a strong and crucial mediator. However, a notable and counter-intuitive finding is that relationships involving Brand Satisfaction were not statistically significant in ...
- Từ khóa: Brand Trust; Customer Loyalty; Brand Experience; Cosmetics Market
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