The impact of corporate social responsibility on brand - customer relationship quality and brand switching intention in Viet Nam

The impact of corporate social responsibility on brand - customer relationship quality and brand switching intention in Viet Nam

This study aims to determine and assess the impact of Corporate Social Responsibility (CRS) on brand-customer relationship quality and brand switching intention. These relationships were determined by analyzing a sample of 507 regular customers shopping at retail supermarkets. The findings showed th...

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Bibliographic Details
Main Authors: Trần Nguyễn Khánh Hải, Nguyễn Quang Thu
Format: Article
Language:Vietnamese
Published: TẠP CHÍ KHOA HỌC ĐẠI HỌC MỞ THÀNH PHỐ HỒ CHÍ MINH 2020-06-01
Series:Tạp chí Khoa học Đại học Mở Thành phố Hồ Chí Minh - Kinh tế và Quản trị kinh doanh
Subjects:
thương hiệu - khách hàng
trách nhiệm xã hội của doanh nghiệp
ý định chuyển đổi thương hiệu
Online Access:https://journalofscience.ou.edu.vn/index.php/econ-vi/article/view/516

Internet

https://journalofscience.ou.edu.vn/index.php/econ-vi/article/view/516

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