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    Building brand loyalty through user engagement in online brand communities in social network sites - The case of Dove Vietnam 

    Phan My, Linh (International University - HCMC, 2016)
    The appearance of social media tools has created several considerable changes to the digital marketing and become one of the smart marketing strategies that most businesses are chasing in order to be a part of actively ...
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    The effects of brand experience, brand personality and customer satisfaction on building brand loyalty 

    Le Hong Vinh, Son (International University - HCMC, 2016)
    Consumer and marketing research has shown that experiences occur when consumers interact with products, when consumers search for products and receive services and when they consume them (Arnould, Price, and Zinkhan 2002; ...
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    The effect of country of origin and brand personality on consumer's purchase intention - Case of smartphone industry in Ho Chi Minh city 

    Lan, Tang Thi Thanh (HCMC - International University, 2015)
    In recent years, Country of origin has become as a key topic in marketing filed which has attracted much attention by marketing researchers. In fact, Country of origin has significant effect in consumer’s perception toward ...
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    Millennials' affection for fake-shion 

    Tam, Phan Thien (International University - HCMC, 2016)
    In recent years, the physical and mental life of the people are improving, fashion items has become an interested problem. The emergence of luxury fashion products with diverse style and designs can solve all consumers’ ...
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    Understanding the influences of the spokes-character on brand equity - The case of Comfort in Vietnam 

    Long, Lam Vo Thanh (HCMC - International University, 2015)
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    Measuring the brand equity in cinema industry at Ho Chi Minh City: Case study of CJ CGV makes Megastar play in Vietnam 

    Khanh, Le Duc (HCMC - International University, 2015)
    This research is completed with the purpose of developing a model to measure the customer based brand equity of CGV cinema and study the impacts of four related dimensions on brand equity. The reason is that brand equity ...
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    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 ...
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    The factors of using free sample on enhancing brand awareness in beer product in Ho Chi Minh City - The case of beer Trongbow Vietnam 

    Duong, Tran Khuong (International University - HCMC, 2017)
    In today's modern society, as the economy grows, commodities are becoming more diversified. That is what makes the Vietnamese market increasingly competitive. Companies turn to multitasking to capture the consumer's interest ...
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    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
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    The antecedents of brand preference and repurchase intention of Korea skin care products - A study among Vietnamese consumers 

    Nga, Nguyen Pham Quynh (International University - HCMC, 2017)
    Beauty industry has been growing so fast especially product from Korea. With the variety of skincare product, consumer‟s purchase intention will be affected by many factors such as price, appearance, and attribute of ...
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    AuthorAnh, Huynh Van (1)Anh, Nguyen Phuong Minh (1)Anh, Tran Thi Minh (1)Bach, Vo Vuong (1)Bao, Nguyen Thien (1)Binh, Nguyen Duong Thanh (1)Chau, Ta Thi Hai (1)Dinh, Le Dao Phuong (1)Duong, Tran Khuong (1)Ha, Pham Thi Cam (1)... View MoreSubject
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    ... View MoreDate Issued2015 (17)2017 (13)2016 (10)2019 (8)2018 (7)2020 (2)Has File(s)Yes (57)
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    Ward 6, Linh Trung, Thu Duc, HCMC