Tradition or innovation approaches? The role of meme marketing on brand recall and brand engagement: The evidence in Vietnam

Authors
Le Pham Tra Mi, Cong Duc Tran, Lam Trieu Vy, Le Duong Thuy Ngan and Tran Hue Tam
Publication year
2025
Index (WoS/Scopus)
Scopus
Publisher
Asia Business Research Corporation
Journal
Asian Journal of Business Research
Link
https://ajbr.co.nz/ajbr/ajbr250187.pdf