Journal Articles International Journal of Bank Marketing Year : 2013

Managing brand associations to drive customers’ trust and loyalty in Vietnamese banking

Chris Baumann
  • Function : Author
Kim Ngoc Phan
  • Function : Author
Nabil Ghantous
  • Function : Author
  • PersonId : 952504
Centre d'Études et de Recherche en Gestion d'Aix-Marseille

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Business administration

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https://amu.hal.science/hal-01823099

Submitted on : Monday, June 25, 2018-5:11:54 PM

Last modification on : Monday, January 6, 2025-9:10:02 AM

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hal-01823099 , version 1 (25-06-2018)

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Chris Baumann, Kim Ngoc Phan, Nabil Ghantous. Managing brand associations to drive customers’ trust and loyalty in Vietnamese banking. International Journal of Bank Marketing, 2013, 31 (6), pp.456 - 480. ⟨10.1108/IJBM-04-2013-0038⟩. ⟨hal-01823099⟩

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