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

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Journal articles
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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 : Tuesday, June 26, 2018 - 1:17:52 AM

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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, Emerald, 2013, 31 (6), pp.456 - 480. ⟨10.1108/IJBM-04-2013-0038⟩. ⟨hal-01823099⟩

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