Browsing HCMIU Thesis by Author "Cuong, Dang Duc"
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Factors affecting customers' attitude and purchase intention toward purchasing luxury products in Ho Chi Minh city, Vietnam - A case study of loud brands VS. quiet brands
Cuong, Dang Duc (International University - HCMC, 2016)This research explored the relationship between key factors of brand consciousness, materialism, social comparison, and fashion innovativeness and customers’ attitude towards purchasing loud or quiet luxury brands in the ...