Nguyen, Tho D.; Barrett, Nigel J.; Miller, Kenneth E. - In: Marketing Intelligence & Planning 29 (2011) 3, pp. 222-232
Purpose – This paper seeks to compare some key antecedents of brand loyalty between two emerging markets: Thailand and Vietnam. Design/methodology/approach – Using a sample of 603 female consumers of international shampoo brands, including 304 consumers in Bangkok, Thailand and 299 users in...