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Now showing items 41-50 of 72
Examing factors impacting on purchase intention toward private brands in supermarkets in Ho Chi Minh City
(HCMC - International University, 2015)
Private labels, also known as ""store brands"" or ""Private brand,"" have long been
associated with inexpensive name-brand knockoffs. In recent years, however, retailers
have begun improve higher quality products under ...
The effect of celebrity endorsement on customers' attitudes, emotional, value and purchase intention toward a footwear brand
(International University - HCMC, 2018)
As one of smaller players in leather footwear industry, Biti’s, a local manufacturer in Vietnam, faces fierce competition from many giants with global brand names such as Nike, Adidas, Puma and so forth. Biti’s has implemented ...
The role of social media marketing activities on building brand co-creation in Vietnam's airline industry
(International University - HCMC, 2018)
This research investigates social media marketing activities (SMMAs)’s role on building branding co-creation in Vietnam’s airline industry. There are total 358 valid surveys was collected in this study from users who have ...
The effect of humor on consumer attitude toward a condom brand
(International University - HCMC, 2018)
Serious health issues and the alarmingly high abortion rate are ripple effects of the common act of avoiding sexual discussion in Vietnam. Humor, with its superiority in coping with shame, is supposed to make the audience ...
Identifying non-monetary promotions affecting brand equity in cosmetic industry in case of Innisfree
(International University - HCMC, 2018)
The business using the promotion mix like a set of tools to communicate effectively the benefits of their products and services to their customers with the main purpose is to attain the targeted consumers and convince them ...
Branded mobile App post acceptance behaviors - An extention of the expectation confirmation theory
(International University - HCMC, 2018)
This paper uses the theory of Expectation – Confirmation Theory with some modifications and adoption from other research to fit in the context of branded mobile apps. The objectives of this research are to examine the ...
Influence of different formats of visual content on Facebook engagement rate - Case study of L'oreal Vietnam luxury brands
(International University - HCMC, 2018)
Objectives of the study: The research aims to measure how different formats of visual content drive engagement rate on branded Facebook pages. The context chosen was Branded Facebook of L’Oréal Vietnam luxury brands including ...
Employees' perception about internal brand toward the effectiveness of brand performance executed by employees in hospitality industry in HCMC
(International University - HCMC, 2017)
In this study, the researcher indicates that internal branding from aspect of hotel management employees in relationship with employees’ brand performance base on mediate factors as job satisfaction and employees’ brand ...
The impact of social media marketing on brand equity and purchase intention in the case of Samsung smartphone brand Vietnam
(International University - HCMC, 2018)
Social media marketing practices in recently years performed as crucial component in marketing field. That kind of marketing has been using intensively by smartphone brands in Vietnam, especially Samsung brand. It needs a ...
Branding of destination finding special souvenir for Ho Chi Minh city
(International University - HCMC, 2017)
Ho Chi Minh city, Vietnam - The Department of Tourism in Ho Chi Minh City will focus on management and inspection of travel and hospitality companies to ensure an attractive and safe tourism environment. With this target, ...