Factors affecting customer engagement and brand loyalty in Vietnam FMCG: the moderation of artificial intelligence

Factors affecting customer engagement and brand loyalty in Vietnam FMCG: the moderation of artificial intelligence

This study was conducted to investigate factors affecting Vietnamese customer engagement, the effect of customer engagement on brand loyalty in the Fast‑Moving Consumer Goods (FMCG) industry, and the moderating role of artificial intelligence (AI). A 416 valid sample was used in this study to assess...

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Bibliographic Details
Main Authors: Hoang Cuu Long, Phan Nguyen Anh Quan, Nguyen Ho Xuan Tra, Tien-Dzung Pham, Nguyen Thuy Linh, Ngo Huynh Khanh Doan
Format: Article
Language:English
Published: Taylor & Francis Group 2024-12-01
Series:Cogent Business & Management
Subjects:
Customer engagement
brand loyalty
artificial intelligence
FMCG
Vietnam
M31
Online Access:https://www.tandfonline.com/doi/10.1080/23311975.2024.2428778
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