The mediating role of customer satisfaction has been widely discussed in the existing literature. However, to the best of our knowledge, there is still lack of studies focusing on the low-cost airline industry, especially in Vietnam. Therefore, this study aims at investigating factors that...

Although the branding literature commenced during the 1940s, the first publications related to destination branding did not emerge until half a century later. A review of 74 destination branding publications by 102 authors from the first 10 years of destination branding literature (1998–2007)...