Brand equity of e-newspapers in Vietnam: from brand satisfaction to brand loyalty


tài sản thương hiệu
nhận thức thương hiệu
niềm tin thương hiệu
giá trị cảm nhận
hài lòng thương hiệu
trung thành thương hiệu
báo điện tử brand equity
brand awareness
brand trust
perceived value
brand satisfaction
brand loyalty


The study analyzes the intricate relationship between Brand Awareness, Brand Trust, Perceived Value, Brand Satisfaction, and Brand Loyalty in the context of e-newspaper brands in Vietnam. Data was collected in both face-to-face and online forms from 303 e-readers of the most popular e-newspapers nowadays, as follows: VnExpress, Dantri, VietNamNet, Tuoi Tre, and Thanh Nien. Collected data are filtered, processed, and analyzed by the PLS-SEM structural model using the SmartPLS tool. The research results have provided an empirical basis for the positive impact of factors influencing brand loyalty and the mediating role of brand satisfaction in the context of e-newspaper brands in Vietnam, thereby contributing enormously to the theoretical basis of the brand equity model.


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