Nguyen Thanh Dan Ngoc; Phuc Ngo Trong - In: Cogent business & management 10 (2023) 2, pp. 1-15
This study aims to analyze the impact of Brand Anthropomorphism and Intimacy on the attachment between consumers and the Samsung electronic technology brand. Data were collected by convenience sampling from 357 respondents through an internet survey, using SPSS 25 and AMOS 25 software along with...