Browsing Bachelor of Business Administration, Economics, Finance and Accounting by Subject "Management -- Brand"
Now showing items 1-18 of 18
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Customers' rejecting reasons on brand - Case of B-Phone 2015
(International University - HCMC, 2018)Nowadays, the competitiveness among smartphones companies is extremely hard. There are a lot of researches discussing about customers‟ purchasing intention or its positive side of a product. Moreover, this paper has ... -
Determinants of the brand equity in Vietnam cosmetics industry : Case study of Korean cosmetics in Vietnam market
(International University HCMC, Vietnam, 2013)Among branding concepts, brand equity is always considered as one of the most significant concept in both practical academic environment. From the perspective of accounting, brand equity refers to ... -
Developing Brand Strategy for International University toward the business community
(International University HCMC, Vietnam, 2013)Branding for universities is an emerging new concept that catches the attention of experts, scholars and of course universities’ board of management. Its importance has been proven by the ... -
A discovery perspective about brand loyalty in motorbike industry
(International University - HCMC, 2017)The purpose of this study is to identify factors that can result in brand loyalty. Where there is a intense competition, products look the same, brand loyalty emerges as one of the top objectives. Building up strong loyalty ... -
Effects of brand association, brand loyalty, brand awareness, and brand image on brand equity in training industry via social media - The case of summit capital
(International University - HCMC, 2017)In recent years, training industry has been growing rapidly. More and more training group has been established, and Summit Capital is one of them. In order to survive in such highly competitive market like that, a company ... -
Effects of brand relationship quality on word on mouth - A case of motorbike in Ho Chi Minh city
(HCMC - International University, 2015) -
Evaluating factors of brand community on social media and its effects on brand loyalty - the case of Mystery Hunting's Face Book fan page
(International University HCMC, Vietnam, 2013)The research aims to evaluate the factors of brand community on social media and it’s effect on brand loyalty by using an already developed model in the real context of Mystery Hunting Facebook’s fan page. This research ... -
Factors affecting brand loyalty among young peoplein their choice of sport shoes brands in Ho Chi Minh city
(International University HCMC, Vietnam, 2014)This study was conducted to identify factors influencing brand loyalty among young people in their choice of sports shoes brands in Ho Chi Minh City. Based on varieties of previous researches, the model of this study has ... -
Factors influencing the choice of brand at The Coffee Bean and Tea Leaf Ho Chi Minh City
(International University HCMC, Vietnam, 2013)This study was conducted to identify factors influencing the choice of brand at the Coffee Bean and Tea Leaf Ho Chi Minh City. For this study, the concept of brand choice is influenced by eight ... -
An impact of brand elements on brand awareness - The case of Oppo smartphones in HCM city
(HCMC - International University, 2015)This research paper has been conducted to study about brand awareness field. With the overall purpose of improving the brand awareness through brand elements such as brand name, logo and symbol, URLs, slogans, character, ... -
The impact of restaurant experience on brand image and customer loyalty - A case study of R&J bar and lounge restaurant, The Reverie Saigon
(International University - HCMC, 2018)The purpose of this study is to find out the key factors that affect the customer loyalty of R&J restaurant, The Reverie Saigon, HCMC. The respondents of this study are customers from 18 year old and above who dine in at ... -
The influence of brand equity on consumer resposes toward Cho Gao Blue dragon brand
(International University HCMC, Vietnam, 2014)Nowadays, brand equity has emerged as a key concept of brand management, as well as in business practice and academic research. According to Keller, (1993), Srivastava and Shocker (1991) brand equity can affect future ... -
Measuring brand equity base on the fanpage users on facebook : The case of VietNam company
(International University HCMC, Vietnam, 2013)In 2011, fast food achieved rapid growth of 26%. Being the leading player in fast food industry, KFC Vietnam remained recording 15% value share (Euromonitor International – Fast food in Vietnam). ... -
Measuring brand equity in the office clothing market at Ho Chi Minh City
(International University HCMC, Vietnam, 2013)In recent years, office clothing market has experienced a significant development thank to the attack of a big amount of international apparel brand. Moreover, Vietnamese garment companies begin to concentrate more on ... -
Measuring brand equity of smartphone in Vietnam market - The case of HK phone
(International University HCMC, Vietnam, 2014)Early in 2011, the Vietnam mobile phone market became exciting with the appearance of a series of foreign-brand smartphone. At the end of 2011, the smartphone consumption increased to 16% of the whole phone-market. One ... -
A research on brand identity and intend to buy PNJ jelwery
(International University HCMC, Vietnam, 2013)This graduation paper examines how the consumers perceive the PNJ products in terms of brand identity based on their awareness and product attributes, the variables, and the brand image of the jewelries existing in the ... -
Understanding the relationship between country of origin image and brand equity : Case of cosmetic brands in Ho Chi Minh city
(International University HCMC, Vietnam, 2014)Brand equity is one of the key topics in marketing in recent years. A strong brand with positive brand equity has several advantages such as higher margins, brand extension, more powerful communication effectiveness and ... -
The utilization of employer branding in recruiting and retaining employees - Case studies of Vietnamese SMEs
(HCMC - International University, 2015)The topic of this research is found out when the researcher read about the successful of FPT Telecom Company in Employer Branding. This concept leaf a strong impression in my mind. Therefore I want to make the research to ...