| dc.description.abstract | The research is used to explore the factors related to the marketing strategy on choosing foreign brand image, which effect on the brand value. Furthermore, by the elements that defined the brand value, the researcher wants to examine on what is relationships between them. Thus, the paper would ascertain whether it is a good strategy for global and local image to survive and success in emerging market, especially in Vietnam. Due to the fact of the xenophile are a growing trend in Vietnam and its consumers, the local companies have been threatened by this wave. For this reason, the author is interested in the topic. Adapted with the brand of Purité De Provence, this brand is in quietly tight competition with the others personal care brands which are mainly from foreign or global he investigation was directly reached through more than 270 respondents in Ho Chi Minh City who have experienced the products of the brand. After that, 221 responses were accepted to go to the data analysis step. Even though, the paper was conducted in the constrain of time and location, hopefully, the author that the brands, strategists and along with the next researchers will find it useful. | en_US |
