Effects of customer perceived value, brand experience on brand attachment, brand satisfaction, and word-of-mouth

Bui Thi Nhi (), Tran The Nam, Nguyen Thi Thuy, Nguyen Kieu Oanh and Le Thi Thanh Trang
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Bui Thi Nhi: University of Finance
Tran The Nam: University of Finance
Nguyen Thi Thuy: University of Finance
Nguyen Kieu Oanh: University of Finance
Le Thi Thanh Trang: University of Finance

HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE - ECONOMICS AND BUSINESS ADMINISTRATION, 2023, vol. 13, issue 2, 39-53

Abstract: How to increase positive word-of-mouth of customers for a brand is an interesting question not only for business managers but also for researchers. Based on the consumer value theory, authors try to consolidate the hypothesis “Customer perceived value, brand experience influence on brand attachment, customer satisfaction, and customers’ word-of-mouth in the context of smartphones market in Ho Chi Minh City”. The authors applied the PLS-SEM (Partial Least Squares Structural Equation Modeling) technique to check the impacts of independent constructs on dependent constructs thanks to the information of 230 smartphones users. All hypotheses are confirmed by the results of the research. Such discoveries have both theoretical and practical implications. In theory, it supports the consumer value theory. In practice, enterprises should prioritize to offering more symbolic and emotional values for customers; to use influencers to share their feeling with customers. As a result, enterprises will have effective ambassadors for their brands.

Keywords: brand attachment; brand experience; customer perceived value; customer satisfaction; word-of-mouth (search for similar items in EconPapers)
JEL-codes: M10 M31 M39 (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:bjw:econen:v:13:y:2023:i:2:p:39-53

DOI: 10.46223/HCMCOUJS.econ.en.13.2.2333.2023

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