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An integrative approach to investigate antecedents, moderators and consequences of brand equity

The results show that all moderators have moderating effect on the influences of brand association and perceived quality on brand equity. Furthermore, involvement, switching costs, age, income, and loyalty program participation have moderating effect on the influence of brand equity on purchase intention. In contrast, gender and relationship age with brand have no moderating effect on the influence of brand equity on purchase intention. Since previous studies regarding the moderators of brand equity are limited and none of these studies has integrated these moderators into a more comprehensive model, the results of this study can provide an important reference for academicians and professionals to develop brand management strategies. | Editor in chief NGUYEN BACH KHOA Deputy Editor in Chief SECTRETARY OF EDITORIAL OFFICE PHAM MINH DAT Editor in English NGUYEN THI LAN PHUONG Editorial SCIENTIFIC COUNCIL Dinh Van SON - Thuong mai University, Vietnam - President Pham Vu LUAN - Thuong mai University, Vietnam - Vice President Nguyen Bach KHOA - Thuong mai University, Vietnam - Deputy President THE Members Vu Thanh Tu ANH - Fulbright University in Vietnam, USA Le Xuan BA - Centural Institude for Economic Managerment, Vietnam Hervé B. BOISMERY - University of La Reuinion, France H. Eric BOUTIN - Toulon Var University, France Nguyen Thi DOAN - Vietnam Learning Promotion Association, Vietnam Haasis HANS - Dietrich - Institute of Shipping Economics and Logistics (isl) Bremen - Germany Le Quoc HOI - National Economic University, Vietnam Nguyen Thi Bich LOAN - Thuong mai University, Vietnam Nguyen Hoang LONG - Thuong mai University, Vietnam Nguyen MAI - Vietnam Economist Association, Vietnam Duong Thi Binh MINH - University of Economics HoChiMinh City, Vietnam Hee Cheon MOON - Korean Trade Research Association, South Korea Bui Xuan NHAN - Thuong mai University, Vietnam Luong Xuan QUY - Vietnam Economicst Association, Vietnam Nguyen Van Song - Vietnam National University of Agriculture Nguyen TAM - California State University, USA Truong Ba THANH - University of Danang, Vietnam Dinh Van THANH - Institude for Trade Research, Vietnam Do Minh THANH - Thuong mai University, Vietnam Le Dinh THANG - University of Québec à Trois Riviéres, Canada Tran Dinh THIEN - Vietnam Institute of Economics, Vietnam Nguyen Quang THUAN - Vietnam Academy of Social Sciences, Vietnam Le Nhu TUYEN - Grenoble École de Managment, France Washio TOMOHARU - Kwansei Gakuin University, Japan Zhang YUJIE - Tsinghua University, China Journal of Trade Science Volume 5 Number 1 April 2017 CONTENTS 1. Nguyen Thi Phuong LIEN - Solutions to Develop Government Bond Market in Vietnam 2. Nguyen Tran HUNG - Attract Online Customers to Job .