Managing brand associations to drive customers’ trust and loyalty in Vietnamese banking

Chris Baumann; Kim Ngoc Phan; Nabil Ghantous

doi:10.1108/IJBM-04-2013-0038

Journal articles

Managing brand associations to drive customers’ trust and loyalty in Vietnamese banking

Chris Baumann Kim Ngoc Phan Nabil Ghantous ¹

1 CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille

Document type :

Journal articles

Domain :

Humanities and Social Sciences / Business administration

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https://hal-amu.archives-ouvertes.fr/hal-01823099
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Submitted on : Monday, June 25, 2018 - 5:11:54 PM
Last modification on : Sunday, June 26, 2022 - 10:25:09 AM

Managing brand associations to drive customers’ trust and loyalty in Vietnamese banking

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