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 ...

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; ...

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 ...

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’ ...

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 ...

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 ...

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 ...

Brand equity

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 ...