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Satisfaction and expectation of young generation's influence purchase intention depend on degree of their loyalty toward a local clothing brand in Ho Chi Minh city
(International University - HCMC, 2020)
The presence of local streetwear labels for the youth is growing exponentially
in Ho Chi Minh City's major urban special areas as of late. For any case, there really is no
research on this growing market field yet which ...
The Relationship Between Celebrity Endorsement, Brand Credibility, And Consumer-Based Brand Equity
(2022)
This study examines the relationship between endorser credibility, brand credibility, and consumer-based brand equity in Ho Chi Minh City, Vietnam. A research model was developed based on endorser credibility (including 3 ...
Factors Influencing Purchase Intentions Of Global Fast Fashion Brands Among Vietnamese University Students
(2022)
The sustainable growth of global fast fashion brands has been threatened by
the increasingly fierce competition against its local counterparts, especially
among university students who are more receptive to new information ...
The Relationships Among Brand Equity, Customer Satisfaction, And Brand Loyalty Of Coffee Shops: The Case Of Highlands Coffee
(2022)
The business model of coffee chains is growing substantially and becoming more and
more saturated in Vietnam these days. Giants are fiercely competing to keep their
positions while global and local newcomers struggle to ...
The Impact Of Brand Ambassadors Of Biti's On Consumer Purchase Intentions
(2022)
Nowadays, brand ambassadors have played an extremely important part in
every marketing strategy to ensure the effectiveness and success of the business
outcomes. Besides, the brand image also gradually become an indispensable ...
Factors Of Beauty Influencers That Impact Consumers Purchase Intention Toward Skincare Products On Youtube: A Case Of University Students In Ho Chi Minh City
(2022)
Nowadays, influencer marketing is a common phrase for both brands and
consumers in terms of promoting products or services. To contribute to this subject, the
purpose of this study is to evaluate factors of YouTube beauty ...
The Impact Of Brand Equity On Vietnamese Young Generation’s Purchase Intention – A Study Of Fashion Industry In Ho Chi Minh City, Vietnam
(2022)
Nowadays, Vietnam's long-standing fashion brands are gradually losing market share to big foreign brands. In addition, newly established domestic brands mainly focus on the fashion trends of young people but have not ...
The Impact Of The Country-Of-Origin Effect On Consumer Purchase Intention : The Case Of Japanese Houseware Products In The Market Of HCM City, Vietnam
(2023)
Global trading, or international business, has always been one of the most influential
business activities in the world. In order to do international marketing effectively, one must pay
special attention to the ...
Green Lion Extension (GLES) & Green Category Extension (GCES) On Consumers' Brand Attitude (BA) & Brand Loyalty (BL) Related To Sustainability In Vietnam's Fast Fashion Industry
(2023)
Fashion is currently the second most polluting business in the world and one of the major consumer
industries. The advent and rapid expansion of the fast fashion business model, which allows
consumers to stay current ...
Factors affecting fast fashion brand loyalty of Vietnamese youth
(International University - HCMC, 2019)