Hoa Pham Thi; Ho Trong Nghia - In: Cogent business & management 11 (2024) 1, pp. 1-23
citizenship behavior, especially via the mediation of customer-brand relationship strength. To bridge the gap, this study examines … the mediating role of customer-brand relationship strength on the associations between retail customer experience over … brand relationship strength, which subsequently affects customer citizenship behavior. The data analysis results also figure …