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; Le Thi Thanh Trang

doi:10.46223/HCMCOUJS.econ.en.13.2.2333.2023

13 (2) 2023

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

Author - Affiliation:

Bui Thi Nhi - University of Finance - Marketing, Ho Chi Minh City , Vietnam

Tran The Nam - University of Finance - Marketing, Ho Chi Minh City , Vietnam

Nguyen Thi Thuy - University of Finance - Marketing, Ho Chi Minh City , Vietnam

Nguyen Kieu Oanh - University of Finance - Marketing, Ho Chi Minh City , Vietnam

Le Thi Thanh Trang - University of Finance - Marketing, Ho Chi Minh City , Vietnam

Corresponding author: Bui Thi Nhi - bt.nhi@ufm.edu.vn

DOI:10.46223/HCMCOUJS.econ.en.13.2.2333.2023

Submitted: 31-05-2022
Accepted: 25-07-2022
Published: 18-04-2023

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.

JEL codes

M10; M31; M39

Keywords

brand attachment; brand experience; customer perceived value; customer satisfaction; word-of-mouth

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Cite this paper as:

Bui, N. T., Tran, N. T., Nguyen, T. T., Nguyen, O. K., & Le, T. T. T. (2023). Effects of customer perceived value, brand experience on brand attachment, brand satisfaction, and word-of-mouth. Ho Chi Minh City Open University Journal of Science – Economics and Business Administration, 13(2), 39-58. doi:10.46223/HCMCOUJS.econ.en.13.2.2333.2023

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DOI: https://doi.org/10.46223/HCMCOUJS.econ.en.13.2.2333.2023