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The effect of celebrity endorsement on customers' attitudes, emotional, value and purchase intention toward a footwear brand
(International University - HCMC, 2018)
As one of smaller players in leather footwear industry, Biti’s, a local manufacturer in Vietnam, faces fierce competition from many giants with global brand names such as Nike, Adidas, Puma and so forth. Biti’s has implemented ...
The role of social media marketing activities on building brand co-creation in Vietnam's airline industry
(International University - HCMC, 2018)
This research investigates social media marketing activities (SMMAs)’s role on building branding co-creation in Vietnam’s airline industry. There are total 358 valid surveys was collected in this study from users who have ...
The effect of humor on consumer attitude toward a condom brand
(International University - HCMC, 2018)
Serious health issues and the alarmingly high abortion rate are ripple effects of the common act of avoiding sexual discussion in Vietnam. Humor, with its superiority in coping with shame, is supposed to make the audience ...
Identifying non-monetary promotions affecting brand equity in cosmetic industry in case of Innisfree
(International University - HCMC, 2018)
The business using the promotion mix like a set of tools to communicate effectively the benefits of their products and services to their customers with the main purpose is to attain the targeted consumers and convince them ...
Branded mobile App post acceptance behaviors - An extention of the expectation confirmation theory
(International University - HCMC, 2018)
This paper uses the theory of Expectation – Confirmation Theory with some modifications and adoption from other research to fit in the context of branded mobile apps. The objectives of this research are to examine the ...
Influence of different formats of visual content on Facebook engagement rate - Case study of L'oreal Vietnam luxury brands
(International University - HCMC, 2018)
Objectives of the study: The research aims to measure how different formats of visual content drive engagement rate on branded Facebook pages. The context chosen was Branded Facebook of L’Oréal Vietnam luxury brands including ...
The impact of social media marketing on brand equity and purchase intention in the case of Samsung smartphone brand Vietnam
(International University - HCMC, 2018)
Social media marketing practices in recently years performed as crucial component in marketing field. That kind of marketing has been using intensively by smartphone brands in Vietnam, especially Samsung brand. It needs a ...