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Khanh Ngoc Kim Pham

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Review Open access Aug 2026

AI-driven electronic customer relationship management and brand advocacy: The mediating role of consumption values in Vietnam’s digital banking sector

The findings indicate that artificial intelligence-enabled relationship management systems strengthen brand advocacy primarily when they deliver tangible economic, informational, and functional benefits to digital banking customers.

T. H. Nguyen, T. Pham, Khanh Ngoc Kim Pham et al. · Innovative Marketing · 0 citations