| dc.contributor.advisor | Tri, Ha Minh | |
| dc.contributor.author | Lan, Nguyen Ho Khanh | |
| dc.date.accessioned | 2019-11-25T08:04:43Z | |
| dc.date.available | 2019-11-25T08:04:43Z | |
| dc.date.issued | 2018 | |
| dc.identifier.other | 022004578 | |
| dc.identifier.uri | http://keep.hcmiu.edu.vn:8080/handle/123456789/3421 | |
| dc.description.abstract | Fashion industry in Vietnam is an attractive market, which is not concentrated much. This research observe habit and behavior of consumers who is fashion lovers living in Ho Chi Minh city to measure the effect of co-branding in the case of H&M. The aim of this research is to figure out elements impact consumer purchase intention of co-branding products and measure how these elements affect purchase intention. This research analysis is processed by PLS-SEM with the correspond of 446 respondents. | en_US |
| dc.language.iso | en_US | en_US |
| dc.publisher | International University - HCMC | en_US |
| dc.subject | Management -- Marketing; Customer -- Relationship | en_US |
| dc.title | Fashion collaboration affects consumer purchase intention in Ho Chi Minh city - A case of H&M | en_US |
| dc.type | Thesis | en_US |
