Do Anh Duc, Pham Minh Hang, To Ngoc Ha, Vu Nguyen Tra Mi, & Pham Quoc Viet. (2025). The influence of discount framing on purchase intention and actual behaviour of e-customers through brand values on Shopee Vietnam. The VMOST Journal of Social Sciences and Humanities, 67(1), 37-46. https://doi.org/10.31276/VMOSTJOSSH.2023.0061