Browsing Master of Business Administration, Economics, Finance and Accounting by Subject "Brand equity"
Now showing items 1-3 of 3
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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 ... -
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 ...