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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; ...
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’ ...
The study of factors affecting the purchase intention towards foreign fashion brands of young customers in Ho Chi Minh City
(International University - HCMC, 2016)
Integration in the context of globalization is one of the world's trend in recent years and Vietnam are actively to get along with that trend by joining and signing the agreements such as AEC (Asean Economic Community), ...
Factors influencing students' attitudes and their impact on purchase intention towards youth's local clothing brands - A case of Libe clothing
(International University - HCMC, 2016)
In recent years, the appearance of local clothing brands for the youth are
increasing strongly in the big cities like Ho Chi Minh City or Ha Noi. However, there is
still have not any research on this new and rising market ...
Exploring the effect of personality traits on customer's brand engagement on social network site in Vietnam - The case of smartphone brand on Facebook
(International University - HCMC, 2016)
With the development of web 2.0 which lead to the booming decade of social network site, the communication between brands and customers is not only a one-way communication like before but also a two-way “ conversation” ...
The effect of brand attitude and brand image on brand equity - The case of laptop brands
(International University - HCMC, 2016)
The study aims to examine the effect of brand image and brand attitude toward
brand equity. 263 questionnaires were distributed using convenient sampling to people
currently using a particular laptop brand. Although the ...
Factors influencing the choice of brand PEPSI
(International University - HCMC, 2016)
At the first time when Pepsi was launched by Caleb Davis Bradham, this carbonate drink create a new horizon in the industry. After more than 100 years, Pepsi have its own position in market. Therefore, the topic of this ...
The impact of brand equity and perceived value on customers' purchase intention in the leather and footwear industry - The case of three companies in HCM city : Vascara,Charles and Keith, Vinagiay
(International University - HCMC, 2016)
Nowadays, many new brand companies with their innovative high-technology have developed and succeeded in multiples industries. Vascara, VinaGiay and Charles&Keith are known as the new generation in the leather and footwear ...
Measuring brand equity of BurgerKing in Vietnamese environment
(International University - HCMC, 2016)
In 2012, fast food industry has expanded with a growth of 26%. Being a new player in fast food industry market, BK officially entered the vietnam fast food market with many ambitions and plans. However the fast food market ...