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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 ...
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 ...
Measuring Customer Based Brand Equity - The Case of Phuc Long Coffee and Tea House in HCM city
(International University - HCMC, 2015)
This research is completed with the purpose of developing a model to measure the customer based brand equity of Phuc Long Coffee and Tea House and study the impacts of the brand equity’s four dimensions on brand equity. ...
Measuring the key dimensions of overall of brand equity of baskin robbins in Ho Chi Minh city
(HCMC - International University, 2015)
Vietnam becomes an attractive market for franchise business recently with a
lot of well-known foreign brands, especially US brands. The remarkable industries of
US such as fast food and ice-cream focus on in Vietnamese ...
A study of antecedents and consequence of private label brand equity - A case of Co.opmart in Ho Chi Minh city
(HCMC - International University, 2015)
This thesis studies about the antecedents and consequence of private label brand
equity with a case of Co.opmart in Ho Chi Minh City, Vietnam.
This thesis only uses quantitative case study, and had totally 317 participants
joining ...
Investigating the influence of brand equity components on purchase intention of grabtaxi service - A case in Ho Chi Minh city
(HCMC - International University, 2015)
The development of the transport vehicles has significantly increased for
few years. Specifically, in current situation, the city center as large and populous as
Ho Chi Minh City, travelling is the thing that people are ...
Understanding the relationship between country of origin, brand experience, brand trust and perceived quality to repurchasing intention - Case of smarphone brands in Ho Chi Minh city
(International University - HCMC, 2015)
The purpose of this study aims to investigate the relationship between country-of-origin (COO) image and brand experience that effect to repurchasing intention through brand trust and perceived quality. Brand trust and ...
The effect of facial image and cosmetics usage on perception of brand personality (case of The Face Shop and Oriflame)
(HCMC - International University, 2015)
With the overall purpose of studying the relationship between customers‟
characteristics and their perceptions towards cosmetic brands, this thesis used two
most common brands among young college female in Ho Chi Minh City, ...
Factors affecting brand equity of online travel booking service in Ho Chi Minh city - A mediation analysis of e-word of mouth
(HCMC - International University, 2015)
This study was conducted to identify the casual relationship between e-WOM and
brand equity of online travel booking service. In addition, it also examines the impact
of four factors (customer‘s satisfaction, perceived ...