ManuScript Details
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Paper Id:
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IJARW2200
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Title:
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THE IMPACT OF ONLINE PUBLIC RELATIONS AND CORPORATE CULTURE ON CUSTOMER BEHAVIOR AND THE MEDIATING ROLE OF CUSTOMER-BASED BRAND VALUE IN VIETNAMESE COMMERCIAL JOINT-STOCK BANKS
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| Published in: |
International Journal Of All Research Writings |
| Publisher: |
IJARW |
| ISSN: |
2582-1008 |
| Volume / Issue: |
Volume 6 Issue 1 |
| Pages: |
12
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| Published On: |
7/28/2024 9:48:20 PM (MM/dd/yyyy) |
Main Author Details
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Name:
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Nguyen Phuong Thao |
| Institute: |
Ho Chi Minh University of Banking |
Co - Author Details
| Author Name |
Author Institute |
Abstract
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Research Area:
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Business and Marketing |
| KeyWord: |
Online Public Relations, Corporate Culture, Customer Behavior, Customer-Based Brand Value |
| Abstract: |
This study explores the impact of online public relations (E-PR) and corporate culture on customer behavior within Vietnamese commercial joint-stock banks, emphasizing the mediating role of customer-based brand value. Through quantitative data analysis from 592 bank customers, the research examines how E-PR and a customer-centric corporate culture influence perceptions of brand value and subsequently affect customer behavior and loyalty. Findings indicate that effective E-PR and a positive corporate culture significantly enhance customer-based brand value, positively impacting customer loyalty and engagement. These outcomes highlight the critical role of strategic online communication and organizational culture in shaping customer perceptions and behaviors in the banking sector. The study provides insights into the synergistic effects of E-PR and corporate culture on enhancing customer-based brand value, offering valuable implications for banking strategies to improve customer retention and satisfaction. |
Citations
Copy and paste a formatted citation or use one of the links to import into a bibliography manager and reference.
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IEEE
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Nguyen Phuong Thao, "THE IMPACT OF ONLINE PUBLIC RELATIONS AND CORPORATE CULTURE ON CUSTOMER BEHAVIOR AND THE MEDIATING ROLE OF CUSTOMER-BASED BRAND VALUE IN VIETNAMESE COMMERCIAL JOINT-STOCK BANKS", International Journal Of All Research Writings,
vol. 6, no. 1, pp. 57-68, 2024.
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MLA
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Nguyen Phuong Thao "THE IMPACT OF ONLINE PUBLIC RELATIONS AND CORPORATE CULTURE ON CUSTOMER BEHAVIOR AND THE MEDIATING ROLE OF CUSTOMER-BASED BRAND VALUE IN VIETNAMESE COMMERCIAL JOINT-STOCK BANKS." International Journal Of All Research Writings,
vol 6, no. 1, 2024, pp. 57-68.
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APA
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Nguyen Phuong Thao (2024). THE IMPACT OF ONLINE PUBLIC RELATIONS AND CORPORATE CULTURE ON CUSTOMER BEHAVIOR AND THE MEDIATING ROLE OF CUSTOMER-BASED BRAND VALUE IN VIETNAMESE COMMERCIAL JOINT-STOCK BANKS. International Journal Of All Research Writings,
6(1), 57-68.
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THE IMPACT OF ONLINE PUBLIC RELATIONS AND CORPORATE CULTURE ON CUSTOMER BEHAVIOR AND THE MEDIATING ROLE OF CUSTOMER-BASED BRAND VALUE IN VIETNAMESE COMMERCIAL JOINT-STOCK BANKS
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THE IMPACT OF ONLINE PUBLIC RELATIONS AND CORPORATE CULTURE ON CUSTOMER BEHAVIOR AND THE MEDIATING ROLE OF CUSTOMER-BASED BRAND VALUE IN VIETNAMESE COMMERCIAL JOINT-STOCK BANKS
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