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Impact of self on attitudes toward luxury brands among Ho Chi Minh City teens: in case of luxury shoes
(HCMC - International University, 2015)
Adolescence is usually a complex, transitory period that includes rapid
biological, social, and cognitive growth (Gil et al., 2012). The transition period from
childhood to adult, between 14 and 18 years old, teenagers ...
Relationship among brand experience, brand authenticity and brand equity
(HCMC - International University, 2015)
Branding is one of the most concerning businesses in enterprises. There are
many common concepts when branding is discussed, such as brand equity, customer
loyalty, brand awareness, brand image, and so one. However, there ...
The impact of brand equity and perceived value on customers' purchase intention in the leather and footwear industry - The case of three companies in HCM city : Vascara,Charles and Keith, Vinagiay
(International University - HCMC, 2016)
Nowadays, many new brand companies with their innovative high-technology have developed and succeeded in multiples industries. Vascara, VinaGiay and Charles&Keith are known as the new generation in the leather and footwear ...
The Impact of Brand equity on Young Male Purchase Intention Towards Men's Hair care Products in HCM city
(HCMC - International University, 2015)
Measuring brand equity - The case of TH True milk in Ho Chi Minh city
(HCMC - International University, 2015)
In recent years, the trend of using fresh milk with high quality and guaranteed
origin in daily diet is become increasing enormously in Vietnam dairy market. It is
undoubted to say that Vietnamese consumers nowadays pay ...
Measuring brand equity of BurgerKing in Vietnamese environment
(International University - HCMC, 2016)
In 2012, fast food industry has expanded with a growth of 26%. Being a new player in fast food industry market, BK officially entered the vietnam fast food market with many ambitions and plans. However the fast food market ...
The relationship between country of origin and brand equity: Case of powdered milk industry in Ho Chi Minh City
(HCMC - International University, 2015)
In market, brand equity is one important factor. An in number brand with
positive brand value has a few points of interest, for example, higher edges, brand
expansion, all the more capable correspondence adequacy and higher ...
Examing factors impacting on purchase intention toward private brands in supermarkets in Ho Chi Minh City
(HCMC - International University, 2015)
Private labels, also known as ""store brands"" or ""Private brand,"" have long been
associated with inexpensive name-brand knockoffs. In recent years, however, retailers
have begun improve higher quality products under ...
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 ...