Discovering and measure the relationship between brand equity, value equity and relationship equity in the retail supermarket industry in Vietnam. Exploring the moderator role of customer personality traits on causal relationships between research concepts in the retail supermarket industry in Vietnam. Proposing management implications for marketing managers and business management in Vietnam's retail industry in generally and Vietnam's retail supermarket sector in particularly. | Summary of PhD thesis: Customer equity and consumer well being - A case study of the retail supermarket industry in Vietnam
