Search
Now showing items 1-9 of 9
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 ...
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 ...
The Relationships Among Brand Equity, Customer Satisfaction, And Brand Loyalty Of Coffee Shops: The Case Of Highlands Coffee
(2022)
The business model of coffee chains is growing substantially and becoming more and
more saturated in Vietnam these days. Giants are fiercely competing to keep their
positions while global and local newcomers struggle to ...
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 Of Beauty Influencers That Impact Consumers Purchase Intention Toward Skincare Products On Youtube: A Case Of University Students In Ho Chi Minh City
(2022)
Nowadays, influencer marketing is a common phrase for both brands and
consumers in terms of promoting products or services. To contribute to this subject, the
purpose of this study is to evaluate factors of YouTube beauty ...
The Impact Of Brand Equity On Vietnamese Young Generation’s Purchase Intention – A Study Of Fashion Industry In Ho Chi Minh City, Vietnam
(2022)
Nowadays, Vietnam's long-standing fashion brands are gradually losing market share to big foreign brands. In addition, newly established domestic brands mainly focus on the fashion trends of young people but have not ...