Browsing by Author "Lai, Nguyen Bao Minh"
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The Relationship Between Celebrity Endorsement, Brand Credibility, And Consumer-Based Brand Equity
Lai, Nguyen Bao Minh (2022)This study examines the relationship between endorser credibility, brand credibility, and consumer-based brand equity in Ho Chi Minh City, Vietnam. A research model was developed based on endorser credibility (including 3 ...