Browsing Business, Economics, Finance, Accounting, Management by Author "Yen, Le Thi Hai"
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The gap between brand identify and perceived brand image : The case of Vietnam National University - Ho Chi Minh City
Yen, Le Thi Hai (International University HCMC, Vietnam, 2014)This study aims to define whether there is a possible gap between brand identity and brand image of VNU-HCM. By calculating the level of alignment between brand image with brand identity in terms of six dimensions: brand ...