| dc.description.abstract | In recent years, competition in Vietnamese advertising industry becomes more fierce and intensive as every advertising agency tries to gain more clients and tiny pieces of market shares. In advertising service market, there are only some agencies which dominate and occupy the large amount of market share. Given nearly the same services and offerings, clients make decision based on some particular buying factors, especially the corporate brand. Given that situation, Grey Group Vietnam stands out as a successful story in terms
of awareness, high quality, satisfaction and brand value. Thus, Grey Group Vietnam is chosen as a case study to conduct the research through interview, observation and documentation data collection methods.
The purpose of this paper is to study the impact of corporate brand on customer buying decision in advertising industry – a case of Grey Group Vietnam. Findings present the impact of corporate brand on clients’ decision making process in term of searching for qualified suppliers and evaluation of product performance. Moreover, the research also uncovers seven factors which are the price, the experience, the origin of company, the creativity, the profile, the performance and the corporate brand influencing clients’ decision to choose advertising agencies. There are some suggestions for advertising agencies – both foreign and domestic ones to perform well and attract clients effectively
in Vietnamese advertising industry. The advantages and implications for further
researches throughout this study are discussed clearly as well. | en_US |
