International University Library Repository: Recent submissions
Now showing items 101-120 of 6656
-
Modeling the influencer marketing extensions' effect on personal brand image
(2021)The research is conducted with an aim of proposing and testing the structural model which implies the impact of Influencer Marketing extensions on their Personal Brand Image. The prominent study strives to evaluate the ... -
Factors affecting young Vietnamese adults' satisfaction of food delivery applications - A case in Ho Chi Minh
(2021)Purpose- This research aimed to explore the factors that make young Vietnamese adults satisfied towards the usage of food delivery applications. The case was in Ho Chi Minh city. Design/methodology/approach- The ... -
The effect of growth opportunities on capital, structure under the moderating effect of state ownership - Evidence from non-financial companies listed in Ho Chi Minh stock exchange (HOSE)
(2021)The aim of this study is to analyze the relationship between capital structure and growth opportunity and to examine the moderating effect of state ownership on this relationship. With the original sample of 352 ... -
Popular culture's effects on advertisement effectiveness - The case of using Rap culture in advertising in Vietnam
(2021)Aim: This research aims to explore the effects of personal relevance, based on the Relevance Theory, on advertising effectiveness. In this study, the personal relevance is represented by popular culture and its elements: ... -
Factors influencing impulse buying behavior among young consumers via e-commerce platforms - The case of Shopee in Ho Chi Minh city
(2021)The goal of this research is to evaluate and analyze impulse buying on e-commerce sites in the case of Shopee in Ho Chi Minh City. The study goes into more detail to assess the trend of factors influencing young ... -
Optimal capital adequacy ratio - Evidence from Vietnam
(2021)It is unavoidable for businesses, especially commercial banks, to compete with other firms or financial institutions in a globalized and internationalized world. The goals of all companies or commercial banks in ... -
Factors affecting online repurchase intention - Case Shopee
(2021)Purpose – The purpose of this paper is to understand customers’ repurchase intentions in online shopping. This study extends the technology acceptance model (TAM) by introducing e – commerce shopping platform ease of ... -
Factors influencing customer's purchase intention toward fast fashion brands
(2021)This research explored factors influencing customer’s purchase intention toward fast fashion brand. Specially, this study conduct to discover the relationship that may exist among consumer’s cognition of Perishability, ... -
Stock liquidity and dividend payouts of non-financial companies listed in Ho Chi Minh stock exchange
(2021)This thesis examines the impact of stock liquidity on corporate dividend policy. The data sample was collected from 292 non-financial enterprises listed on the Ho Chi Minh City Stock Exchange (HOSE), including 603 ... -
Determinants and implications of university identification - A case study of International university, Ho Chi Minh city
(2021)Since university branding is becoming a dynamic market, college and higher education institutions are more engaged in brand marketing. In the realm of higher education branding, there is quite a lack of studies ... -
Investigating the impact of heuristic factors on consumer's perceived youtube influencer credibility and their purchase intention
(2021)This study aims to investigate the heuristic factors which associate with Youtube beauty influencer’s perceived information credibility. These heuristic factors, namely source credibility, social advocacy and interactivity, ... -
Complaint behavior model : Relationship between complaining and decreased brand loyalty - The case of agencies in HCM city
(2021)The situation where a product or service is defected means that consumers can have dissatisfaction, which can be expressed by the behavior of complaining. It is concluded that their behavior is often guided by personal ... -
Factors affect consumers' adoption of wearable healthcare technology devices - A research in the context of Ho Chi Minh city
(2021)Context: In recent years, the demand for wearable devices in Vietnam has risen, and the number of potential customers is mainly due to the potential of improving healthcare efficiency and reducing healthcare costs. ... -
Exploring the student decision - making process when selecting a university - A qualitative approach
(2021)With the impact of globalization and education modification, higher education is changing which leads to the influence on student’s choice of university in Vietnam. The purpose of this paper is to focus on the factors ... -
Understanding stressors of strain and its influence on the perception of remote work productivity and remote work satisfaction during Covid-19 : Social Isolation as an antecedent
(2021)The impact of the Covid-19 pandemic on humanity in general and Vietnam is an undeniable fact. As the result, the social distancing mandate as well as the form of working from home becomes an urgent requirement and ... -
Factors affecting domestic travel intention during Covid-19 - A case study of Vietnam
(2021)Purpose – This research conducted on purpose of investigating several factors that influence tourists’s travel intention during and post- Covid 19. Based on the combination of previous frameworks, models, and the ... -
The mechanism between ethical leadership and employees’ ethical behavior
(2021)Employees’ unethical conduct has remained a relatively concerning issue regarding business ethics and organizational performances. Given its detrimental effects and high frequencies in developing countries, studies on ... -
The effect of green practice in employee green ability and employee job performance - A study of hotels in Ho Chi Minh city
(2021)Nowadays, with the rapid rise in consumers' sustainability awareness, more and more hotels are considering greening their organization by applying ecological human capacity management. Despite the literature of Ecological ... -
Examining the placement effects of character-brand association and brand prestige on consumer brand interest within the music video context - Case study of beck's ice campaign
(2021)Recent years witness the increasing utilization of brand placement in the music video as a more impactful technique than traditional advertising. Thus, in the contemporary Vietnamese Advertsing context, hip-hop and rap ...