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Building brand loyalty through user engagement in online brand communities in social network sites - The case of Dove Vietnam
(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 ...
The effects of brand experience, brand personality and customer satisfaction on building brand loyalty
(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; ...
The effect of country of origin and brand personality on consumer's purchase intention - Case of smartphone industry in Ho Chi Minh city
(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 ...
Millennials' affection for fake-shion
(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’ ...
Understanding the influences of the spokes-character on brand equity - The case of Comfort in Vietnam
(HCMC - International University, 2015)
Measuring the brand equity in cinema industry at Ho Chi Minh City: Case study of CJ CGV makes Megastar play in Vietnam
(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 ...
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
(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 ...
The factors of using free sample on enhancing brand awareness in beer product in Ho Chi Minh City - The case of beer Trongbow Vietnam
(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 ...
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
(International University - HCMC, 2017)
Brand equity
The antecedents of brand preference and repurchase intention of Korea skin care products - A study among Vietnamese consumers
(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 ...