The impact of brand image fit on Vietnamese young consumers' attitude towards co-branded product

Abstract

Institution: School of Business, Ho Chi Minh International University Authors: Vo Kieu Vy Title: The Impact of Brand Image Fit on Vietnamese Young Consumers’ Attitude towards Co-Branded Product: A Case Study Of Biti’s Hunter and Captain Marvel Advisor: MSc. Nguyen Que Tien Keywords: brand image fit, co-brand, attitude, product fit. Purpose: The main purpose of this thesis is to explore the dimensions of brand image that can influence the Vietnamese young consumers’ attitude toward co-branded product. Method: Results were derived from one focus group of young consumers aged from 18 - 30 living in HCM city. Conclusion: Key findings reveal that only attitude toward Captain Marvel has a impact on attitude toward co-branded product. Moreover, attitude toward co-branded products are directly affected by sensory fit, symbolic fit and utilitarian fit of brand image.