Brand loyalty in emerging markets
Abstract
Purpose – This paper seeks to compare some key antecedents of brand loyalty between two emerging markets: Thailand and Vietnam.Design/methodology/approach – Using a sample of 603 female consumers of international shampoo brands, including 304 consumers in Bangkok, Thailand and 299 users in Hanoi, Vietnam, a model was tested that incorporates key determinants of brand loyalty – perceived quality, brand awareness, advertising attitudes, and...
Paper Details
Title
Brand loyalty in emerging markets
Published Date
May 10, 2011
Volume
29
Issue
3
Pages
222 - 232
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