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The relationship between service quality, brand image, customer satisfaction and customer loyalty in fast foods industry in Ho Chi Minh City, Vietnam
(International University - HCMC, 2016)
Customer loyalty presents a paradox. Many see it as primarily an attitudebased
phenomenon that can be influenced significantly by Customer Relationship
Management initiatives such as the increasingly popular loyalty and ...
Affective commitment to organization's brand: antecedents and consequences - The case study of BIDV in Ho Chi Minh City
(International University - HCMC, 2016)
The increasing competition in the banking sector requires managers to identify the factors supporting customers' commitment to BIDV’s brand. Understanding commitment not only provides an insight into the question of how ...
The effect of social media to brand equity and purchase intention: The study of powered milk industry
(International University - HCMC, 2016)
Consumers nowadays are more engage with virtual world, and that lead to the changing in attitudes and behaviors towards brands and products. Social media is considered one of new marketing instrument for brand to interact ...
Building brand loyalty through user engagement in online brand communities in social network sites - The case of Dove Vietnam
(International University - HCMC, 2016)
The appearance of social media tools has created several considerable changes to the
digital marketing and become one of the smart marketing strategies that most
businesses are chasing in order to be a part of actively ...
The effects of brand experience, brand personality and customer satisfaction on building brand loyalty
(International University - HCMC, 2016)
Consumer and marketing research has shown that experiences occur
when consumers interact with products, when consumers search for products and
receive services and when they consume them (Arnould, Price, and Zinkhan
2002; ...
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 ...
Millennials' affection for fake-shion
(International University - HCMC, 2016)
In recent years, the physical and mental life of the people are improving, fashion
items has become an interested problem. The emergence of luxury fashion products with
diverse style and designs can solve all consumers’ ...
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 ...
The strength of facebook community and its effect on the brand trust and brand loyalty of university - A study of universities in Ho Chi Minh City
(International University - HCMC, 2017)
Since there has been growth in internationalization of higher education, the competition among the universities become increasingly harsh, many institutions are carrying on the utilization of social media communities to ...