Hoang, L.V.P. and Bui, H.T.T. 2024. The impact of cultural identity and attitude-to-brands on customer loyalty in Vietnamese context. HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE - ECONOMICS AND BUSINESS ADMINISTRATION. 15, 2 (May 2024), 105–127. DOI:https://doi.org/10.46223/HCMCOUJS.econ.en.15.2.3124.2025.