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

How to increase positive word-of-mouth of customers for a brand is an interesting question not only business managers but also researchers. Based on the consumer value theory, authors try consolidate hypothesis “Customer perceived value, experience influence attachment, customer satisfaction, and customers’ in context smartphones market Ho Chi Minh City”. The applied PLS-SEM (Partial Least Squares Structural Equation Modeling) technique check impacts independent constructs dependent thanks information 230 users. All hypotheses are confirmed by results research. Such discoveries have both theoretical practical implications. In it supports theory. practice, enterprises should prioritize offering more symbolic emotional values customers; use influencers share their feeling with customers. As result, will effective ambassadors brands.