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The effect of brand image, perceived quality and brand experience on customer loyalty: An empirical investigation in the telecommunication industry in Vietnam

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This paper analyses the effect of brand image, perceived quality, perceived uniqueness on loyalty of customers in the mobile telecom industry. The data for this study were gathered through face-to-face questionnaires that were distributed to target participants, who reported their consumption experience with mobile telecom services.
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The effect of brand image, perceived quality and brand experience on customer loyalty: An empirical investigation in the telecommunication industry in Vietnam

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