Exploring the factors influencing brand loyalty for the online food ordering sector in Vietnam
Nguyen Thi Hong Nguyet,
Tran Van Dung
Abstract:This study aims to assess the impact of social media advertising and e-brand experiences. Specifically, it examines how e-brand satisfaction and trust, acting as mediator variables, influence e-brand loyalty among online food customers in Vietnam. The research uses a quantitative method, collecting data from 469 valid responses via a survey questionnaire. The collected data were analyzed using statistical tools such as Cronbach's alpha, Exploratory Factor Analysis (EFA), Confirmatory Factor Analysis (CFA), and… Show more
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