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Journal Articles International Journal of Bank Marketing Year : 2013

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

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Chris Baumann
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Kim Ngoc Phan
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hal-01823099 , version 1 (25-06-2018)

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Chris Baumann, Kim Ngoc Phan, Nabil Ghantous. Managing brand associations to drive customers’ trust and loyalty in Vietnamese banking. International Journal of Bank Marketing, 2013, 31 (6), pp.456 - 480. ⟨10.1108/IJBM-04-2013-0038⟩. ⟨hal-01823099⟩
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