Browsing Bachelor of Business Administration by Author "An, Nguyen Thi Hong"
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Determinants affecting consumer purchase intention on imported pharmaceutical products in Ho Chi Minh city
Nguyen, Ly Hong (International University - HCMC, 2017)The goal of this research was to explore the motivation of consumers to buy foreign medical products instead of local ones. Number of determinants influence consumer purchase intention. The findings suggest that consumers ... -
Facebook Addiction and the effect of attitude towards facebook advertising of young people in Ho Chi Minh city
Thinh, Nguyen Phuc (International University - HCMC, 2017)Recent economic, It can be said that Facebook is one of the Social Network Site which attractive a huge amount people using. People tend to addiction into Facebook than participate in other activities, it is an opportunity ... -
Factors influencing visitor's revisit intention a case study of Quy Nhon, Binh Dinh
Linh, Hoang Thuy Giao (International University - HCMC, 2017)Quy Nhon is known as a city with high potential for tourism development. The significant growth of new tourism destination brings to this industry a more intense competition between destinations. Although Quy Nhon has so ... -
Identifying dimensions of employer attractiveness based on talent business student perceptions - Effects of gender, working experience level and education program in Ho Chi Minh city
Tran, Nguyen Truong Bao (International University - HCMC, 2017)Human resources management, especially recruitment process, is an important issue nowadays due to the war of talent in labor market. Thus, the present research focuses on examining the perceptions of talent business students ... -
The impact of brand equity on young customerpurchase intention toward Gongcha milk tea in Ho Chi Minh city
Anh, Nguyen Phuong Minh (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 ... -
The impact of micro-influencer endorsement on advertising effectiveness - The case of Maybelline drugstore cosmetic products and millennial consumers in VietNam
Huy, Pham Quoc (International University - HCMC, 2018)Celebrity endorsement is one of the most effective marketing methods that uses celebrities to represent for the brand. The main reason why this method is preferred is because celebrities have a huge influence on the public ... -
Marketing communication methods to approach audience for special events - The case of events in Ho Chi Minh city
Oanh, Phan Ngoc (International University - HCMC, 2017)Recently, due to cultural diversities and globalization with the entry of many oversea enterprises into Vietnam, the demand for organizing events with larger scales in many segments has been drastically increasing. In ... -
Packaging as brand communication: the impact of product display and advertising slogan on consumer's responses to the package and brand - A case study of confectionery in VietNam
Linh, Le Thi (International University - HCMC, 2017)Brand equity -
The strength of facebook community and its effect on the brand trust and brand loyalty of university - A study of universities in Ho Chi Minh City
Hoang, Ho Quoc Bao (International University - HCMC, 2017)Since there has been growth in internationalization of higher education, the competition among the universities become increasingly harsh, many institutions are carrying on the utilization of social media communities to ... -
Understanding factors influencing customer evaluation of brand extension in Vietnam - A study of Mobifone corporation
Trang, Vu Thi Thuy (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 ...