Emotional Marketing and Brand Loyalty in Vietnam's Retail Distribution Sector: Unveiling the Moderating Impact of Digital Innovativeness

Purpose: This study investigates the relationship between emotional marketing, brand loyalty, and customer retention in Vietnam's retail sector, while examining the moderating role of digital innovativeness. Research design, data and methodology: A conceptual model is developed and empirically...

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Veröffentlicht in:	Journal of distribution science 2024, Vol.22 (11), p.1-14
Hauptverfasser:	Quoc Dung NGO, Vu Hiep HOANG, Huynh Mai LE, Thao Linh NGUYEN
Format:	Artikel
Sprache:	kor
Online-Zugang:	Volltext
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