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 … consumers in Bangkok, Thailand and 299 users in Hanoi, Vietnam, a model was tested that incorporates key determinants of brand … store image on brand loyalty in two emerging markets: Thailand and Vietnam. …