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Now showing items 51-60 of 69
The effect of celebrity endorsement for soft drinks on consumers' purchase intention
(International University - HCMC, 2019)
Celebrity image is utilized to advertise for a particular product for decades. There have been many studiers with various perspectives for the effectiveness of this kind of marketing activity, with many different outcomes. ...
Factors affecting audience intention to watch celebrity live-stream sponsored by brands - Case study of singer Khoi My live-stream sponsored by Yomost on facebook live
(International University - HCMC, 2019)
We are living in an age when live stream has become trending in the digital marketing industry. Thanks to the introduction of Facebook Live and a number of competing social media platforms, brands are trying their best to ...
Factors influencing consumer's intention toward a local brand - A study of Vinfast
(International University - HCMC, 2019)
Nowadays, automobile industry, is really potential and competitive in Vietnam. To attract more customers to engage and buy the Vietnamese brand is the difficult mission. Therefore, it is necessary to conduct a thesis related ...
The impact of athlete celebrity endorsement of customer's attitude towards advertisment and attitude towards brand - Case study of LG oled TV's endorsement of Quang Hai in Ho Chi Minh, Vietnam
(International University - HCMC, 2019)
This study is attempted to identify the major factors of athlete celebrity endorsement that have an impact on customers’ attitude towards the advertisement and attitude towards the brand, in regard to the case of LG OLED ...
Factors Influence Generation Z's Brand Loyalty Toward Fast Fashion Brands: A Study In Ho Chi Minh City
(2022)
The purpose of this research was to determine what makes customers in Ho
Chi Minh City, Vietnam, more or less loyal to fast fashion brands. Based on a review
of related research, this study's research model includes six ...
The Impact Of Brand Ambassadors Of Biti's On Consumer Purchase Intentions
(2022)
Nowadays, brand ambassadors have played an extremely important part in
every marketing strategy to ensure the effectiveness and success of the business
outcomes. Besides, the brand image also gradually become an indispensable ...
Factors Influencing The Perceived Credibitiy Of The Beauty Vlogger And Brand Attitudes. The Case Of Cosmetic Industry In Vietnam
(2022)
In this research, the efficacy of brand endorsements in vlogs is investigated
by evaluating the effects of audience participation, parasocial relationships and its
antecedents on the perceived credibility of the beauty ...
Satisfaction and expectation of young generation's influence purchase intention depend on degree of their loyalty toward a local clothing brand in Ho Chi Minh city
(International University - HCMC, 2020)
The presence of local streetwear labels for the youth is growing exponentially
in Ho Chi Minh City's major urban special areas as of late. For any case, there really is no
research on this growing market field yet which ...
The Relationship Between Celebrity Endorsement, Brand Credibility, And Consumer-Based Brand Equity
(2022)
This study examines the relationship between endorser credibility, brand credibility, and consumer-based brand equity in Ho Chi Minh City, Vietnam. A research model was developed based on endorser credibility (including 3 ...
Factors Influencing Purchase Intentions Of Global Fast Fashion Brands Among Vietnamese University Students
(2022)
The sustainable growth of global fast fashion brands has been threatened by
the increasingly fierce competition against its local counterparts, especially
among university students who are more receptive to new information ...