Browsing Bachelor of Business Administration, Economics, Finance and Accounting by Subject "Consumer research; Brand preferences"
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Vietnamese (Ho Chi Minh city) customers' purchase intention toward a global brand (United states) versus local brand
(International University - HCMC, 2020)This study of Vietnamese consumers, the young generation in specific, indicates the influences of some elements to the purchase intention of Calvin Klein brand and local brands. Based on the cognitive-affective model of ...