Abstract
This study examines the role of selected marketing mix elements in brand relationship quality in a transition economy, Vietnam. A model that incorporates perceived quality, attitudes toward advertising and public relations, and brand relationship quality was tested with a sample of 477 consumers in Ho Chi Minh City, Vietnam. The results showed that perceived quality is a key factor affecting brand relationship quality. In addition, attitudes toward advertising and public relations have impacts on both perceived quality and brand relationship quality. These findings suggest that managers should establish and deliver high-quality brands and should incorporate brand relationship quality aspects in their advertising and public relations programs in order to build high-quality brand-consumer relationships.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.