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Summary of Economic Doctoral thesis: Corporate social responsibility, brand - customer relationship quality and switching brand intention in the consumer goods in Vietnam

Chia sẻ: Bi Anh | Ngày: | Loại File: DOCX | Số trang:26

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Research theories CSR, brand identification (BI), brand relationship quality (BRQ), switching brand intention; verify differences in the influence of variables CSR, BI, BRQ on the switching brand intention; contribute a suggestion to brand managers, marketers in raising customer’s perception about CSR.

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Nội dung Text: Summary of Economic Doctoral thesis: Corporate social responsibility, brand - customer relationship quality and switching brand intention in the consumer goods in Vietnam

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