The influence of brand experience on brand loyalty in the electronic commerce sector: the mediating effect of brand association and brand trust
Businesses are increasingly focusing on brand experience due to its dual role in directly creating customer value and shaping customers’ perceptions of brand equity. This study investigates the impact of brand experience on brand equity in Vietnam’s e-commerce sector. Primary data were collected fro...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Taylor & Francis Group
2025-12-01
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| Series: | Cogent Business & Management |
| Subjects: | |
| Online Access: | https://www.tandfonline.com/doi/10.1080/23311975.2024.2440629 |
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