Browsing HCMIU Thesis by Subject "Brand equity"
Now showing items 1-20 of 72
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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 antecedents of brand preference and repurchase intention of Korea skin care products - A study among Vietnamese consumers
(International University - HCMC, 2017)Beauty industry has been growing so fast especially product from Korea. With the variety of skincare product, consumer‟s purchase intention will be affected by many factors such as price, appearance, and attribute of ... -
Antecedents of trust in user-generated brand recommendation on facebook - A study among Vietnamese consumers
(International University - HCMC, 2017)This study aims to identify the antecedents of Trust in User-Generated Brand Recommendation. Based on the original model, in which Trust toward User- generated Brand Recommendation is affected by Trust Facebook Friends, ... -
Branded mobile App post acceptance behaviors - An extention of the expectation confirmation theory
(International University - HCMC, 2018)This paper uses the theory of Expectation – Confirmation Theory with some modifications and adoption from other research to fit in the context of branded mobile apps. The objectives of this research are to examine the ... -
Branding of destination finding special souvenir for Ho Chi Minh city
(International University - HCMC, 2017)Ho Chi Minh city, Vietnam - The Department of Tourism in Ho Chi Minh City will focus on management and inspection of travel and hospitality companies to ensure an attractive and safe tourism environment. With this target, ... -
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 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 ... -
The effect of celebrity endorsement for soft drinks on consumers' purchase intention
(International University - HCMC, 2019)Celebrity image is utilized to advertise for a particular product for decades. There have been many studiers with various perspectives for the effectiveness of this kind of marketing activity, with many different outcomes. ... -
The effect of celebrity endorsement on customers' attitudes, emotional, value and purchase intention toward a footwear brand
(International University - HCMC, 2018)As one of smaller players in leather footwear industry, Biti’s, a local manufacturer in Vietnam, faces fierce competition from many giants with global brand names such as Nike, Adidas, Puma and so forth. Biti’s has implemented ... -
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 ... -
The effect of facial image and cosmetics usage on perception of brand personality (case of The Face Shop and Oriflame)
(HCMC - International University, 2015)With the overall purpose of studying the relationship between customers‟ characteristics and their perceptions towards cosmetic brands, this thesis used two most common brands among young college female in Ho Chi Minh City, ... -
The effect of humor on consumer attitude toward a condom brand
(International University - HCMC, 2018)Serious health issues and the alarmingly high abortion rate are ripple effects of the common act of avoiding sexual discussion in Vietnam. Humor, with its superiority in coping with shame, is supposed to make the audience ... -
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 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; ... -
Employees' perception about internal brand toward the effectiveness of brand performance executed by employees in hospitality industry in HCMC
(International University - HCMC, 2017)In this study, the researcher indicates that internal branding from aspect of hotel management employees in relationship with employees’ brand performance base on mediate factors as job satisfaction and employees’ brand ... -
Examing factors impacting on purchase intention toward private brands in supermarkets in Ho Chi Minh City
(HCMC - International University, 2015)Private labels, also known as ""store brands"" or ""Private brand,"" have long been associated with inexpensive name-brand knockoffs. In recent years, however, retailers have begun improve higher quality products under ... -
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” ... -
Exploring the impact of social media brand communication on brand equity metrics through facebook in matchashop company
(International University - HCMC, 2017)In recent years, accompanying to the explosion of the Internet, doing social media brand communication is as one of the most powerful marketing technique which can help business save a lot of money as well as targeting to ... -
Factors affecting audience intention to watch celebrity live-stream sponsored by brands - Case study of singer Khoi My live-stream sponsored by Yomost on facebook live
(International University - HCMC, 2019)We are living in an age when live stream has become trending in the digital marketing industry. Thanks to the introduction of Facebook Live and a number of competing social media platforms, brands are trying their best to ... -
Factors affecting brand equity of online travel booking service in Ho Chi Minh city - A mediation analysis of e-word of mouth
(HCMC - International University, 2015)This study was conducted to identify the casual relationship between e-WOM and brand equity of online travel booking service. In addition, it also examines the impact of four factors (customer‘s satisfaction, perceived ...