data set for antecedents of brand loyalty and customer-based brand equity an empirical study based on data from Vietnamese commercial banks

This dataset contains survey data from 420 customers of Vietnamese commercial banks, collected to examine the antecedents of brand loyalty (BL) and customer-based brand equity (CBBE). The dataset includes measures of customer-generated communication on social networking sites (CGSC), corporate social responsibility (CSR), and perceived value (CPV), using multi-item Likert-type scales adapted from established branding and service marketing literature. The data are suitable for structural equation modeling and related quantitative analyses in banking and emerging market contexts.