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Exploring the impact of social media brand communication on brand equity metrics through facebook in matchashop company
(International University - HCMC, 2017)
In recent years, accompanying to the explosion of the Internet, doing social media brand communication is as one of the most powerful marketing technique which can help business save a lot of money as well as targeting to ...
The impact of brand equity on young customerpurchase intention toward Gongcha milk tea in Ho Chi Minh city
(International University - HCMC, 2017)
This research is aimed to evaluate the relationship between brand equity on young customers purchase intention toward Gong Cha milk tea in Ho Chi Minh City. This study have includes five main sections. First chapter introduce ...
Understanding factors influencing customer evaluation of brand extension in Vietnam - A study of Mobifone corporation
(International University - HCMC, 2017)
With the overall purpose of studying the customer evaluation of brand extension in Vietnam, this thesis used MobiFone Corporation, a Vietnamese telecommunications service provider, as a case study to find out the factors ...
Understanding brand image, customer satisfaction and customer loyalty - Case of Vinamilk
(International University - HCMC, 2017)
Nowadays, milk market in Vietnam is very competitive so that how to be standing out, satisfy customer and make them loyal are obstacles of company. There are previous researches study quality/service – customer relationship ...
The impacts of product packaging elements on brand image and purchase intention - An empirical study of Phuc Long's packaged tea products
(International University - HCMC, 2017)
The sheer volume of products displayed in a supermarket may bombard consumers and make them confused and annoyed when going shopping. Over 50% consumers decide to buy products which they did not think about before at the ...
Antecedents of trust in user-generated brand recommendation on facebook - A study among Vietnamese consumers
(International University - HCMC, 2017)
This study aims to identify the antecedents of Trust in User-Generated Brand Recommendation. Based on the original model, in which Trust toward User- generated Brand Recommendation is affected by Trust Facebook Friends, ...
Factors influencing students' attitudes and their impact on purchase intention towards youth's local clothing brands - A case of Libe clothing
(International University - HCMC, 2016)
In recent years, the appearance of local clothing brands for the youth are
increasing strongly in the big cities like Ho Chi Minh City or Ha Noi. However, there is
still have not any research on this new and rising market ...
Exploring the effect of personality traits on customer's brand engagement on social network site in Vietnam - The case of smartphone brand on Facebook
(International University - HCMC, 2016)
With the development of web 2.0 which lead to the booming decade of social network site, the communication between brands and customers is not only a one-way communication like before but also a two-way “ conversation” ...
The effect of facial image and cosmetics usage on perception of brand personality (case of The Face Shop and Oriflame)
(HCMC - International University, 2015)
With the overall purpose of studying the relationship between customers‟
characteristics and their perceptions towards cosmetic brands, this thesis used two
most common brands among young college female in Ho Chi Minh City, ...
The effect of brand attitude and brand image on brand equity - The case of laptop brands
(International University - HCMC, 2016)
The study aims to examine the effect of brand image and brand attitude toward
brand equity. 263 questionnaires were distributed using convenient sampling to people
currently using a particular laptop brand. Although the ...