Browsing Bachelor of Business Administration, Economics, Finance and Accounting by Subject "Brand preferences; Marketing research"
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The determinants of intention to continue to use facebook - A research in young Vietnamese people
(International University - HCMC, 2017)Marked from March of 2016, Facebook Users in Vietnam have been increasing to 35.000.000 monthly active users, accounted for one-third of Vietnam’s population. This huge change makes Vietnam become the country that have 3rd ... -
The influence of online customer review on purchase intention - The case of Agoda
(International University - HCMC, 2019)This research aims to puzzle out the extent to which the attributes of the online customer review (OCR) (i.e., quality, credibility, and sidedness) can induce the possibility to adopt the OCRs’ information, and consequently, ... -
Investigate the role of gender regards luxury drivers and materialism values among VietNamese citizens
(International University - HCMC, 2017)This study seeks to understand the role of gender in the perceptions of and motives for luxury brand consumption. Based on the social structural theory of gender and a recent study of Roux et al. (2016), the differences ... -
A study about the role of the elements of city brand image in foreign tourist's view in city branding process - The example of Ho Chi Minh city
(International University - HCMC, 2017)The globalization of the 20th century and especially the 21th century has brought out not only the competitiveness of companies but also of the cities all around the world. Nowadays, many cities are trying to differentiate ...