How Electronic Word-of-Mouth Shapes Cross-Buying Intention through Brand Trust and Brand Image

Authors

  • Nghia Nguyen Khac Banking Academy of Vietnam, Viet Nam

DOI:

https://doi.org/10.29240/disclosure.v6i1.15300

Keywords:

Brand Image, Brand Trust, Commercial Bank, Cross-Buying, Electronic Word of Mouth

Abstract

This study investigates the impact of electronic word-of-mouth (eWOM) on cross-buying intention in the context of commercial banks in Vietnam. Specifically, it examines the mediating roles of brand trust and brand image in this relationship. A quantitative approach was employed using survey data collected from 409 respondents. The dataset was analyzed with SPSS 26 and AMOS 24 to validate the research model and test the proposed hypotheses. The findings reveal that eWOM significantly influences customers’ cross-buying intention, both directly and indirectly, through brand trust and brand image. These results highlight the importance of enhancing brand-related factors to leverage eWOM in fostering cross-buying behaviors. Based on these insights, the study provides managerial implications for commercial banks in developing effective strategies to strengthen customer relationships and promote service diversification.

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References

Abubakar, A.M., Ilkan, M. and Sahin, P. (2016) “eWOM, eReferral and gender in the virtual community,” Marketing Intelligence & Planning, 34(5), pp. 692–710. Available at: https://doi.org/10.1108/MIP-05-2015-0090.

Binh, L.D., Vo, T.H.G. and Le, K.H. (2017) “The impact of electronic word of mouth on brand image and buying decision: An empirical study in Vietnam tourism,” International Journal of Research Studies in Management, 6(1). Available at: https://doi.org/10.5861/ijrsm.2017.1738.

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Published

2026-05-12

How to Cite

Nguyen Khac, N. (2026). How Electronic Word-of-Mouth Shapes Cross-Buying Intention through Brand Trust and Brand Image. Disclosure: Journal of Accounting and Finance, 6(1), 115–130. https://doi.org/10.29240/disclosure.v6i1.15300

Issue

Vol. 6 No. 1 (2026): Mei 2026

Section

Articles

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Copyright (c) 2026 Nghia Nguyen Khac

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