Tác động của các chiến lược tiếp thị mối quan hệ đối với tài sản thương hiệu siêu thị tại Thành phố Hồ Chí Minh
Nội dung chính của bài viết
Tóm tắt
Trong bối cảnh cạnh tranh mạnh mẽ trong ngành bán lẻ hiện nay, vấn đề xây dựng tài sản thương hiệu siêu thị được các nhà nghiên cứu và quản lý quan tâm. Ứng dụng mô hình S-O-R (Kích thích - Chủ thể - Phản ứng) để nghiên cứu về tài sản thương hiệu siêu thị trên địa bàn TPHCM. Bài viết kết hợp phương pháp nghiên cứu định tính và định lượng. Mô hình cấu trúc tuyến tính (SEM) được sử dụng để kiểm tra các giả thuyết nghiên cứu với bộ dữ liệu gồm 463 quan sát. Kết quả nghiên cứu xác nhận các tác nhân kích thích (S) gồm 3 thành phần: Sự công bằng dịch vụ, sự dễ dàng tiếp cận và đối xử ưu tiên có tác động tích cực đến chủ thể (O) (gồm 3 thành phần niềm tin, cam kết và chất lượng dịch vụ cảm nhận. Ngoài ra, ba thành phần của chủ thể (O) góp phần hình thành tài sản thương hiệu siêu thị với vai trò là phản ứng (R) trong mô hình S-O-R.
Chi tiết bài viết
Từ khóa
Công bằng dịch vụ, Chất lượng dịch vụ cảm nhận, Đối xử ưu tiên, Mô hình S-O-R, Tài sản thương hiệu siêu thị
Tài liệu tham khảo
Aaker, D. A. (1991). Building brand equity. New York: The Free.
Ailawadi, K. L., & Keller, K. L. (2004). Understanding retail branding: conceptual insights and research priorities. Journal of Retailing, 80(4), 331–342. https://doi.org/10.1016/j.jretai.2004.10.008.
Ajzen, I. (1989). Attitude structure and behavior. Attitude Structure and Function (pp 241-274). https://books.google.com.vn/books?hl=en&lr=&id=av8hAwAAQBAJ&oi=fnd&pg=PT248&dq=Ajzen,+I.+(1989).+Attitude+structure+and+behavior&ots=fGuss5r37j&sig=L6I9gSzMNMMSShICFUiCW52RC1E&redir_esc=y#v=onepage&q&f=false
Bagozzi, R. P. (1986). Principles of marketing management: Science Research Associates. Inc.: Chicago, IL, USA.
Barone, M. J., & Roy, T. (2010). Does exclusivity always pay off? Exclusive price promotions and consumer response. Journal of Marketing, 74(2), 121-132. https://doi.org/10.1509%2Fjm.74.2.121
Blau, P. M. (1964). Exchange and Power in Social Life. New York: Wiley
Chen, C. F., & Myagmarsuren, O. (2011). Brand equity, relationship quality, relationship value, and customer loyalty: Evidence from the telecommunications services. Total Quality Management & Business Excellence, 22(9), 957-974.
Chen, Y. C., Shang, R. A., & Kao, C. Y. (2009). The effects of information overload on consumers’ subjective state towards buying decisions in the internet shopping environment. Electronic Commerce Research and Applications, 8(1), 48-58. https://doi.org/10.1016/j.elerap.2008.09.001
Cục thống kê TPHCM (2021). Thông cáo báo chí về tình hình kinh tế - xã hội năm 2021. http://www.pso.hochiminhcity.gov.vn/c/document_library/get_file?uuid=22924368-27fb-4cff-8b1d-33cd0893fa71&groupId=18
Cục thống kê TPHCM (2022). Thông cáo báo chí về tình hình kinh tế - xã hội 6 tháng đầu năm 2022. http://www.pso.hochiminhcity.gov.vn/c/document_library/get_file?uuid=7a47125c-d639-4f20-a88b-14d8e6df8a0c&groupId=18
Dai, H., & Salam, A. F. (2014). Does service convenience matter? An empirical assessment of service quality, service convenience and exchange relationship in an electronic mediated environment. Electronic Markets, 24(4), 269–284. https://doi.org/10.1007/s12525-014-0170-x.
De Wulf, K., Odekerken-Schröder, G., & Iacobucci, D. (2001). Investments in consumer relationships: A cross-country and cross-industry exploration. Journal of Marketing, 65(4), 33-50. https://doi.org/10.15092Fjmkg.65.4.33.18386
Dwivedi, A. (2014). Self-brand connection with service brands: examining relationships with performance satisfaction, perceived value, and brand relationship quality. Services Marketing Quarterly, 35(1), 37-53. https://doi.org/10.1080/15332969.2014.856738
Eroglu, S. A., Machleit, K. A., & Davis, L. M. (2001). Atmospheric qualities of online retailing: A conceptual model and implications. Journal of Business Research, 54(2), 177-184. https://doi.org/10.1016/S0148-2963(99)00087-9
Feldman, L. P., & Hornik, J. (1981). The use of time: An integrated conceptual model. Journal of Consumer Research, 7(4), 407-419. https://doi.org/10.1086/208831
Feuer, J. (2005). Retailing grows up, looks to image-building. Adweek, 16(9), 8.
Gil-Saura, I., Ruiz-Molina, M. E., Berenguer-Contrí, G., & Seric, M. (2020). The role of retail equity, value and relational benefits in building B2B relationships in retailing. Journal of Relationship Marketing, 19(4), 253-286. https://doi.org/10.1080/15332667.2019.1688599
Gil-Saura, I., Ruiz-Molina, M. E., Michel, G., & Corraliza-Zapata, A. (2013). Retail brand equity: A model based on its dimensions and effects. The International Review of Retail, Distribution and Consumer Research, 23(2), 111-136. https://doi.org/10.1080/09593969.2012.746716
Gremler, D. D., Van Vaerenbergh, Y., Brüggen, E. C., & Gwinner, K. P. (2020). Understanding and managing customer relational benefits in services: a meta-analysis. Journal of the Academy of Marketing Science, 48(3), 565-583. https://doi.org/10.1007/s11747-019-00701-6
Grewal, D., Levy, M., & Lehmann, D. R. (2004). Retail branding and customer loyalty: an overview. Journal of retailing, 4(80), ix-xii.
Gwinner, K. P., Gremler, D. D., & Bitner, M. J. (1998). Relational benefits in services industries: the customer’s perspective. Journal of the academy of marketing science, 26(2), 101-114. https://doi.org/10.1177/0092070398262002
Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2010). Multivariate Data Analysis: A Global Perspective (7th ed). Upper Saddle River: Prentice Hall.
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) (2nd ed.), SAGE Publications, Thousand Oaks, CA.
Han, X., Kwortnik Jr, R. J., & Wang, C. (2008). Service loyalty: An integrative model and examination across service contexts. Journal of Service Research, 11(1), 22-42. https://doi.org/10.1177/1094670508319094
Hartman, K. B., & Spiro, R. L. (2005). Recapturing store image in customer-based store equity: a construct conceptualization. Journal of Business Research, 58(8), 1112-1120. https://doi.org/10.1016/j.jbusres.2004.01.008
Hoàng Thị Anh Thư (2016). Tác động của quảng cáo, khuyến mãi đến tài sản thương hiệu Trường hợp ngành siêu thị hàng tiêu dùng tại Huế. VNU Journal of Economic and Business, 32(4), 49-58.
Huang, M. H. (2015). The influence of relationship marketing investments on customer gratitude in retailing. Journal of Business Research, 68(6), 1318-1323. https://doi.org/10.1016/j.jbusres.2014.12.001
Izogo, E. E., Reza, A., Ogba, I. E., & Oraedu, C. (2017). Determinants of relationship quality and customer loyalty in retail banking: Evidence from Nigeria. African Journal of Economic and Management Studies, 8(2), 186–204. https://doi.org/10.1108/AJEMS-01-2016-0011
Jiang, L., Hoegg, J., & Dahl, D. W. (2013). Consumer reaction to unearned preferential treatment. Journal of Consumer Research, 40(3), 412-427. https://doi.org/10.1086/670765
Kim, K. H., Kim, K. S., Kim, D. Y., Kim, J. H., & Kang, S. H. (2008). Brand equity in hospital marketing. Journal of Business Research, 1(61), 75-82. 10.1016/j.jbusres.2006.05.010
Koo, D. M., & Lee, J. H. (2011). Inter-relationships among dominance, energetic and tense arousal, and pleasure, and differences in their impacts under online vs. offline environment. Computers in Human Behavior, 27(5), 1740-1750. https://doi.org/10.1016/j.chb.2011.03.001
Loureiro, S. M. C., & Sarmento, E. M. (2018). Enhancing brand equity through emotions and experience: the banking sector. International Journal of Bank Marketing, 36(5), 868-883. https://doi.org/10.1108/IJBM-03-2017-0061
Lusch, R. F., & Vargo, S. L. (2014). The service-dominant logic of marketing: Dialog, debate, and directions. Routledge.
Marmorstein, H., Grewal, D., & Fishe, R. P. (1992). The value of time spent in price-comparison shopping: Survey and experimental evidence. Journal of Consumer Research, 19(1), 52-61. https://doi.org/10.1086/209285
Marques, C., da Silva, R. V., Davcik, N. S., & Faria, R. T. (2020). The role of brand equity in a new rebranding strategy of a private label brand. Journal of Business Research, 117, 497-507. https://doi.org/10.1016/j.jbusres.2020.06.022
Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. The MIT Press.
Moorman, C., Zaltman, G., & Deshpande, R. (1992). Relationships between providers and users of market research: The dynamics of trust within and between organizations. Journal of Marketing Research, 29(3), 314-328. https://doi.org/10.1177%2F002224379202900303
Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20–38. https://doi.org/10.1177/002224299405800302
Ndubisi, N. O., & Nataraajan, R. (2018). Customer satisfaction, Confucian dynamism, and long‐term oriented marketing relationship: A threefold empirical analysis. Psychology & Marketing, 35(6), 477-487. https://doi.org/10.1002/mar.21100
Nguyễn Thị Hồng Nguyệt (2018). Chất lượng tín hiệu và mối quan hệ thương hiệu-khách hàng trong thị trường hàng tiêu dùng ở Việt Nam. Trường Đại học Kinh tế Tp. Hồ Chí Minh.
Nguyễn Thu Hương (2020). Đánh giá tài sản thương hiệu dựa trên khách hàng của các siêu thị điện máy trên địa bàn Thành phố Hà Nội. Tạp chí Công Thương. https://tapchicongthuong.vn/bai-viet/danh-gia-tai-san-thuong-hieu-dua-tren-khach-hang-cua-cac-sieu-thi-dien-may-tren-dia-ban-thanh-pho-ha-noi-69688.htm
Nguyen, T. D., Barrett, N. J., & Miller, K. E. (2011). Brand loyalty in emerging markets. Marketing Intelligence & Planning, 29(3), 222-232. https://doi.org/10.1108/02634501111129211
Pappu, R., & Quester, P. (2006). A consumer-based method for retailer equity measurement: Results of an empirical study. Journal of Retailing and Consumer Services, 13(5), 317–329. https://doi.org/10.1016/j.jretconser.2005.10.002.
Pappu, R., Quester, P. G., & Cooksey, R. W. (2006). Consumer‐based brand equity and country‐of‐origin relationships: Some empirical evidence. European Journal of Marketing, 40(5/6), 696-717. https://doi.org/10.1108/03090560610657903
Ramly, S. M., & Omar, N. A. (2016). The relative contribution of loyalty programs and store attributes to store engagement and equity. Journal of Administrative and Business Studies, 1(1), 42-52.
Robert, D., & John, R. (1982). Store atmosphere: an environmental psychology approach. Journal of retailing, 58(1), 34-57.
Roy, S. K., Shekhar, V., Lassar, W. M., & Chen, T. (2018). Customer engagement behaviors: The role of service convenience, fairness and quality. Journal of Retailing and Consumer Services, 44, 293-304. https://doi.org/10.1016/j.jretconser.2018.07.018
Schreuer, R. (2000). To build brand equity, marketing alone is not enough. Strategy & Leadership.
Seiders, K., & Berry, L. L. (1998). Service fairness: What it is and why it matters. Academy of Management Perspectives, 12(2), 8-20. https://doi.org/10.5465/ame.1998.650513
Seiders, K., Berry, L. L., & Gresham, L. G. (2000). Attention, retailers! How convenient is your convenience strategy?. MIT Sloan Management Review, 41(3), 79.
Seiders, K., Voss, G. B., Godfrey, A. L., & Grewal, D. (2007). SERVCON: development and validation of a multidimensional service convenience scale. Journal of the Academy of Marketing Science, 35(1), 144–156. https://doi.org/10.1007/s11747-006-0001-5.
Shaikh, A., Sharma, D., Vijayalakshmi, A., & Yadav, R. S. (2018). Fairness in franchisor–franchisee relationship: an integrative perspective. Journal of Business & Industrial Marketing, 33(4), 550-562. https://doi.org/10.1108/JBIM-04-2017-0093
Sharma, R., & Patra, J. (2021). Building Store Equity: Role of Store Image, Consumer Satisfaction, and Store Loyalty in the Indian Retail Market. Jindal Journal of Business Research, 10(1), 128-140. https://doi.org/10.1177%2F22786821211002631
Sierra, V., Iglesias, O., Markovic, S., & Singh, J. J. (2017). Does ethical image build equity in corporate services brands? The influence of customer perceived ethicality on affect, perceived quality, and equity. Journal of Business Ethics, 144(3), 661-676. https://doi.org/10.1007/s10551-015-2855-2
Thang, D. C. L., & Tan, B. L. B. (2003). Linking consumer perception to preference of retail stores: an empirical assessment of the multi-attributes of store image. Journal of Retailing and Consumer Services, 10(4), 193-200. https://doi.org/10.1016/S0969-6989(02)00006-1
Thi, H., & Tat, D. (2021). Stockpiling in HCMC continues despite supply assurance. https://e.vnexpress.net/news/business/economy/stockpiling-in-hcmc-continues-despite-supply-assurance-4306487.html
Tho, N. D., Trang, N. T. M., & Olsen, S. O. (2016). Brand personality appeal, brand relationship quality and WOM transmission: A study of consumer markets in Vietnam. Asia Pacific Business Review, 22(2), 307-324. https://doi.org/10.1080/13602381.2015.1076655
Tổng cục thống kê. (2021). Thông cáo báo chí về tình hình kinh tế – xã hội quý IV và năm 2021. Https://www.gso.gov.vn/du-lieu-va-so-lieu-thong-ke/2021/12/thong-cao-bao-chi-ve-tinh-hinh-kinh-te-xa-hoi-quy-iv-va-nam-2021/
Troiville, J., Hair, J. F., & Cliquet, G. (2019). Definition, conceptualization and measurement of consumer-based retailer brand equity. Journal of Retailing and Consumer Services, 50, 73-84. https://doi.org/10.1016/j.jretconser.2019.04.022
Wahid, N. A., & Ismail, I. (2019). The Link between Relational Benefit to Relationship Quality in Priority Banking Services in Indonesia. KnE Social Sciences, 3(22), 40–53. https://doi.org/10.18502/kss.v3i22.5043
White, R. C., Joseph-Mathews, S., & Voorhees, C. M. (2013). The effects of service on multichannel retailers' brand equity. Journal of Services Marketing, 27(4), 259-270. https://doi.org/10.1108/08876041311330744
Wong, A., & Sohal, A. (2002). An examination of the relationship between trust, commitment and relationship quality. International Journal of Retail & Distribution Management. doi:10.1108/09590550210415248
Wu, Z., Ann, T. W., & Shen, L. (2017). Investigating the determinants of contractor’s construction and demolition waste management behavior in Mainland China. Waste Management, 60, 290-300. https://doi.org/10.1016/j.wasman.2016.09.001
Ailawadi, K. L., & Keller, K. L. (2004). Understanding retail branding: conceptual insights and research priorities. Journal of Retailing, 80(4), 331–342. https://doi.org/10.1016/j.jretai.2004.10.008.
Ajzen, I. (1989). Attitude structure and behavior. Attitude Structure and Function (pp 241-274). https://books.google.com.vn/books?hl=en&lr=&id=av8hAwAAQBAJ&oi=fnd&pg=PT248&dq=Ajzen,+I.+(1989).+Attitude+structure+and+behavior&ots=fGuss5r37j&sig=L6I9gSzMNMMSShICFUiCW52RC1E&redir_esc=y#v=onepage&q&f=false
Bagozzi, R. P. (1986). Principles of marketing management: Science Research Associates. Inc.: Chicago, IL, USA.
Barone, M. J., & Roy, T. (2010). Does exclusivity always pay off? Exclusive price promotions and consumer response. Journal of Marketing, 74(2), 121-132. https://doi.org/10.1509%2Fjm.74.2.121
Blau, P. M. (1964). Exchange and Power in Social Life. New York: Wiley
Chen, C. F., & Myagmarsuren, O. (2011). Brand equity, relationship quality, relationship value, and customer loyalty: Evidence from the telecommunications services. Total Quality Management & Business Excellence, 22(9), 957-974.
Chen, Y. C., Shang, R. A., & Kao, C. Y. (2009). The effects of information overload on consumers’ subjective state towards buying decisions in the internet shopping environment. Electronic Commerce Research and Applications, 8(1), 48-58. https://doi.org/10.1016/j.elerap.2008.09.001
Cục thống kê TPHCM (2021). Thông cáo báo chí về tình hình kinh tế - xã hội năm 2021. http://www.pso.hochiminhcity.gov.vn/c/document_library/get_file?uuid=22924368-27fb-4cff-8b1d-33cd0893fa71&groupId=18
Cục thống kê TPHCM (2022). Thông cáo báo chí về tình hình kinh tế - xã hội 6 tháng đầu năm 2022. http://www.pso.hochiminhcity.gov.vn/c/document_library/get_file?uuid=7a47125c-d639-4f20-a88b-14d8e6df8a0c&groupId=18
Dai, H., & Salam, A. F. (2014). Does service convenience matter? An empirical assessment of service quality, service convenience and exchange relationship in an electronic mediated environment. Electronic Markets, 24(4), 269–284. https://doi.org/10.1007/s12525-014-0170-x.
De Wulf, K., Odekerken-Schröder, G., & Iacobucci, D. (2001). Investments in consumer relationships: A cross-country and cross-industry exploration. Journal of Marketing, 65(4), 33-50. https://doi.org/10.15092Fjmkg.65.4.33.18386
Dwivedi, A. (2014). Self-brand connection with service brands: examining relationships with performance satisfaction, perceived value, and brand relationship quality. Services Marketing Quarterly, 35(1), 37-53. https://doi.org/10.1080/15332969.2014.856738
Eroglu, S. A., Machleit, K. A., & Davis, L. M. (2001). Atmospheric qualities of online retailing: A conceptual model and implications. Journal of Business Research, 54(2), 177-184. https://doi.org/10.1016/S0148-2963(99)00087-9
Feldman, L. P., & Hornik, J. (1981). The use of time: An integrated conceptual model. Journal of Consumer Research, 7(4), 407-419. https://doi.org/10.1086/208831
Feuer, J. (2005). Retailing grows up, looks to image-building. Adweek, 16(9), 8.
Gil-Saura, I., Ruiz-Molina, M. E., Berenguer-Contrí, G., & Seric, M. (2020). The role of retail equity, value and relational benefits in building B2B relationships in retailing. Journal of Relationship Marketing, 19(4), 253-286. https://doi.org/10.1080/15332667.2019.1688599
Gil-Saura, I., Ruiz-Molina, M. E., Michel, G., & Corraliza-Zapata, A. (2013). Retail brand equity: A model based on its dimensions and effects. The International Review of Retail, Distribution and Consumer Research, 23(2), 111-136. https://doi.org/10.1080/09593969.2012.746716
Gremler, D. D., Van Vaerenbergh, Y., Brüggen, E. C., & Gwinner, K. P. (2020). Understanding and managing customer relational benefits in services: a meta-analysis. Journal of the Academy of Marketing Science, 48(3), 565-583. https://doi.org/10.1007/s11747-019-00701-6
Grewal, D., Levy, M., & Lehmann, D. R. (2004). Retail branding and customer loyalty: an overview. Journal of retailing, 4(80), ix-xii.
Gwinner, K. P., Gremler, D. D., & Bitner, M. J. (1998). Relational benefits in services industries: the customer’s perspective. Journal of the academy of marketing science, 26(2), 101-114. https://doi.org/10.1177/0092070398262002
Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2010). Multivariate Data Analysis: A Global Perspective (7th ed). Upper Saddle River: Prentice Hall.
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) (2nd ed.), SAGE Publications, Thousand Oaks, CA.
Han, X., Kwortnik Jr, R. J., & Wang, C. (2008). Service loyalty: An integrative model and examination across service contexts. Journal of Service Research, 11(1), 22-42. https://doi.org/10.1177/1094670508319094
Hartman, K. B., & Spiro, R. L. (2005). Recapturing store image in customer-based store equity: a construct conceptualization. Journal of Business Research, 58(8), 1112-1120. https://doi.org/10.1016/j.jbusres.2004.01.008
Hoàng Thị Anh Thư (2016). Tác động của quảng cáo, khuyến mãi đến tài sản thương hiệu Trường hợp ngành siêu thị hàng tiêu dùng tại Huế. VNU Journal of Economic and Business, 32(4), 49-58.
Huang, M. H. (2015). The influence of relationship marketing investments on customer gratitude in retailing. Journal of Business Research, 68(6), 1318-1323. https://doi.org/10.1016/j.jbusres.2014.12.001
Izogo, E. E., Reza, A., Ogba, I. E., & Oraedu, C. (2017). Determinants of relationship quality and customer loyalty in retail banking: Evidence from Nigeria. African Journal of Economic and Management Studies, 8(2), 186–204. https://doi.org/10.1108/AJEMS-01-2016-0011
Jiang, L., Hoegg, J., & Dahl, D. W. (2013). Consumer reaction to unearned preferential treatment. Journal of Consumer Research, 40(3), 412-427. https://doi.org/10.1086/670765
Kim, K. H., Kim, K. S., Kim, D. Y., Kim, J. H., & Kang, S. H. (2008). Brand equity in hospital marketing. Journal of Business Research, 1(61), 75-82. 10.1016/j.jbusres.2006.05.010
Koo, D. M., & Lee, J. H. (2011). Inter-relationships among dominance, energetic and tense arousal, and pleasure, and differences in their impacts under online vs. offline environment. Computers in Human Behavior, 27(5), 1740-1750. https://doi.org/10.1016/j.chb.2011.03.001
Loureiro, S. M. C., & Sarmento, E. M. (2018). Enhancing brand equity through emotions and experience: the banking sector. International Journal of Bank Marketing, 36(5), 868-883. https://doi.org/10.1108/IJBM-03-2017-0061
Lusch, R. F., & Vargo, S. L. (2014). The service-dominant logic of marketing: Dialog, debate, and directions. Routledge.
Marmorstein, H., Grewal, D., & Fishe, R. P. (1992). The value of time spent in price-comparison shopping: Survey and experimental evidence. Journal of Consumer Research, 19(1), 52-61. https://doi.org/10.1086/209285
Marques, C., da Silva, R. V., Davcik, N. S., & Faria, R. T. (2020). The role of brand equity in a new rebranding strategy of a private label brand. Journal of Business Research, 117, 497-507. https://doi.org/10.1016/j.jbusres.2020.06.022
Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. The MIT Press.
Moorman, C., Zaltman, G., & Deshpande, R. (1992). Relationships between providers and users of market research: The dynamics of trust within and between organizations. Journal of Marketing Research, 29(3), 314-328. https://doi.org/10.1177%2F002224379202900303
Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20–38. https://doi.org/10.1177/002224299405800302
Ndubisi, N. O., & Nataraajan, R. (2018). Customer satisfaction, Confucian dynamism, and long‐term oriented marketing relationship: A threefold empirical analysis. Psychology & Marketing, 35(6), 477-487. https://doi.org/10.1002/mar.21100
Nguyễn Thị Hồng Nguyệt (2018). Chất lượng tín hiệu và mối quan hệ thương hiệu-khách hàng trong thị trường hàng tiêu dùng ở Việt Nam. Trường Đại học Kinh tế Tp. Hồ Chí Minh.
Nguyễn Thu Hương (2020). Đánh giá tài sản thương hiệu dựa trên khách hàng của các siêu thị điện máy trên địa bàn Thành phố Hà Nội. Tạp chí Công Thương. https://tapchicongthuong.vn/bai-viet/danh-gia-tai-san-thuong-hieu-dua-tren-khach-hang-cua-cac-sieu-thi-dien-may-tren-dia-ban-thanh-pho-ha-noi-69688.htm
Nguyen, T. D., Barrett, N. J., & Miller, K. E. (2011). Brand loyalty in emerging markets. Marketing Intelligence & Planning, 29(3), 222-232. https://doi.org/10.1108/02634501111129211
Pappu, R., & Quester, P. (2006). A consumer-based method for retailer equity measurement: Results of an empirical study. Journal of Retailing and Consumer Services, 13(5), 317–329. https://doi.org/10.1016/j.jretconser.2005.10.002.
Pappu, R., Quester, P. G., & Cooksey, R. W. (2006). Consumer‐based brand equity and country‐of‐origin relationships: Some empirical evidence. European Journal of Marketing, 40(5/6), 696-717. https://doi.org/10.1108/03090560610657903
Ramly, S. M., & Omar, N. A. (2016). The relative contribution of loyalty programs and store attributes to store engagement and equity. Journal of Administrative and Business Studies, 1(1), 42-52.
Robert, D., & John, R. (1982). Store atmosphere: an environmental psychology approach. Journal of retailing, 58(1), 34-57.
Roy, S. K., Shekhar, V., Lassar, W. M., & Chen, T. (2018). Customer engagement behaviors: The role of service convenience, fairness and quality. Journal of Retailing and Consumer Services, 44, 293-304. https://doi.org/10.1016/j.jretconser.2018.07.018
Schreuer, R. (2000). To build brand equity, marketing alone is not enough. Strategy & Leadership.
Seiders, K., & Berry, L. L. (1998). Service fairness: What it is and why it matters. Academy of Management Perspectives, 12(2), 8-20. https://doi.org/10.5465/ame.1998.650513
Seiders, K., Berry, L. L., & Gresham, L. G. (2000). Attention, retailers! How convenient is your convenience strategy?. MIT Sloan Management Review, 41(3), 79.
Seiders, K., Voss, G. B., Godfrey, A. L., & Grewal, D. (2007). SERVCON: development and validation of a multidimensional service convenience scale. Journal of the Academy of Marketing Science, 35(1), 144–156. https://doi.org/10.1007/s11747-006-0001-5.
Shaikh, A., Sharma, D., Vijayalakshmi, A., & Yadav, R. S. (2018). Fairness in franchisor–franchisee relationship: an integrative perspective. Journal of Business & Industrial Marketing, 33(4), 550-562. https://doi.org/10.1108/JBIM-04-2017-0093
Sharma, R., & Patra, J. (2021). Building Store Equity: Role of Store Image, Consumer Satisfaction, and Store Loyalty in the Indian Retail Market. Jindal Journal of Business Research, 10(1), 128-140. https://doi.org/10.1177%2F22786821211002631
Sierra, V., Iglesias, O., Markovic, S., & Singh, J. J. (2017). Does ethical image build equity in corporate services brands? The influence of customer perceived ethicality on affect, perceived quality, and equity. Journal of Business Ethics, 144(3), 661-676. https://doi.org/10.1007/s10551-015-2855-2
Thang, D. C. L., & Tan, B. L. B. (2003). Linking consumer perception to preference of retail stores: an empirical assessment of the multi-attributes of store image. Journal of Retailing and Consumer Services, 10(4), 193-200. https://doi.org/10.1016/S0969-6989(02)00006-1
Thi, H., & Tat, D. (2021). Stockpiling in HCMC continues despite supply assurance. https://e.vnexpress.net/news/business/economy/stockpiling-in-hcmc-continues-despite-supply-assurance-4306487.html
Tho, N. D., Trang, N. T. M., & Olsen, S. O. (2016). Brand personality appeal, brand relationship quality and WOM transmission: A study of consumer markets in Vietnam. Asia Pacific Business Review, 22(2), 307-324. https://doi.org/10.1080/13602381.2015.1076655
Tổng cục thống kê. (2021). Thông cáo báo chí về tình hình kinh tế – xã hội quý IV và năm 2021. Https://www.gso.gov.vn/du-lieu-va-so-lieu-thong-ke/2021/12/thong-cao-bao-chi-ve-tinh-hinh-kinh-te-xa-hoi-quy-iv-va-nam-2021/
Troiville, J., Hair, J. F., & Cliquet, G. (2019). Definition, conceptualization and measurement of consumer-based retailer brand equity. Journal of Retailing and Consumer Services, 50, 73-84. https://doi.org/10.1016/j.jretconser.2019.04.022
Wahid, N. A., & Ismail, I. (2019). The Link between Relational Benefit to Relationship Quality in Priority Banking Services in Indonesia. KnE Social Sciences, 3(22), 40–53. https://doi.org/10.18502/kss.v3i22.5043
White, R. C., Joseph-Mathews, S., & Voorhees, C. M. (2013). The effects of service on multichannel retailers' brand equity. Journal of Services Marketing, 27(4), 259-270. https://doi.org/10.1108/08876041311330744
Wong, A., & Sohal, A. (2002). An examination of the relationship between trust, commitment and relationship quality. International Journal of Retail & Distribution Management. doi:10.1108/09590550210415248
Wu, Z., Ann, T. W., & Shen, L. (2017). Investigating the determinants of contractor’s construction and demolition waste management behavior in Mainland China. Waste Management, 60, 290-300. https://doi.org/10.1016/j.wasman.2016.09.001