Browsing Bachelor of Business Administration, Economics, Finance and Accounting by Author "Tinh, Tran Ngoc Nha"
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The impacts of emotional advertising on consumer purchase decisions - An empirical study in Ho Chi Minh city
Tinh, Tran Ngoc Nha (International University - HCMC, 2018)Profitability and value investing are two of the most common techniques applied in both academia and investment world. Many studies (e.g Novy-Marx,2013; Ball et al 2015,2016), have introduced several profitability measures ... -
The impacts of emotional advertising on consumer purchase decisions - An empirical study in Ho Chi Minh city
Tinh, Tran Ngoc Nha (International University - HCMC, 2018)It is considered that products value is not the first factor to impact the consumer purchase decision, whereas the key determination of the decision making process is how the customers feel towards a brand and its products. ...