Tag: CSR Attribution and Customer Engagement as Antecedents of Brand Trust and Purchase Intention in Cross-Border E-Commerce: A PLS-SEM Investigation among Vietnamese Consumers

CSR Attribution and Customer Engagement as Antecedents of Brand Trust and Purchase Intention in Cross-Border E-Commerce: A PLS-SEM Investigation among Vietnamese Consumers

Huynh Minh Khoi1, Ly Quynh Anh2 DOI: 10.5281/zenodo.19925394 GAS Journal of Economics and Business Management (GASJEBM) The rapid expansion of cross-border e-commerce (CBEC) has introduced significant challenges related to trust, loyalty, and purchase intention, particularly in emerging markets. Despite growing Read More …