Browsing HCMIU Thesis by Author "Tam, Dinh Duc"
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The effects of guerrilla marketing on geny's purchase intention : A study in Ho Chi Minh city
Tam, Dinh Duc (International University - HCMC, 2015)The research purpose was to explore guerrilla marketing effects on consumer behavior. Based on previous literature of guerrilla marketing and proposed frameworks of advertising, the research evaluated consumer perception ...