Examining the relationship between digital content marketing perceived value and brand loyalty: Insights from Vietnam

This study aims to understand the impact of perceived values of digital content marketing (DCM) on consumer’s experiential evaluations. It also explores the impact of consumer’s experiential evaluations on brand loyalty, and the mediating impact of prior brand attitude on the relationship between cu...

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Bibliographic Details

Published in:	Cogent Social Sciences
Main Authors:	Thanh Thanh Bui, Quang Tri Tran, Tho Alang, Tri D. Le
Format:	Article
Language:	English
Published:	Taylor & Francis Group 2023-12-01
Subjects:	Digital content marketing DCM value perception consumer experiential evaluation brand attitude brand loyalty communication
Online Access:	https://www.tandfonline.com/doi/10.1080/23311886.2023.2225835