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

International Journal of Bank Marketing

Volumn 31, Issue 6, 2013, Pages 456-480

  Phan, Kim Ngoc ^a   Ghantous, Nabil ^a  

^a University Aix Marseille   (France)

Author keywords

Brand associations; Brands; Corporate; Customers' experience; Loyalty; Social compliance; Trust; Vietnam

Indexed keywords

EID: 84883373620     PISSN: 02652323     EISSN: None     Source Type: Journal    
DOI: 10.1108/IJBM-04-2013-0038     Document Type: Article

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