Nguyen, Phuong-Linh; Phan, Dinh-Quyet; Nguyen Thi Uyen - In: Global business and finance review 29 (2024) 1, pp. 101-114
-channel integration and brand equity, and the impact of the perceived value on word-of-mouth. Design/methodology/approach: A quantitative … the customer's perceived value. Research limitations/implications: Besides multi-channel integration and brand equity … and nurturing brand equity to increase the perceived value in customer's minds. Additionally, the research reinforces the …