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The impact of brand positioning and knowledge on attitude towards brand and purchase intention: A study of organic rice in Ho Chi Minh city

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The impact of brand positioning and knowledge on attitude towards brand and purchase intention: A study of organic rice in Ho Chi Minh city

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The research results were conducted in two direct models and the indirect models in which the indirect model was supported. This means that brand positioning and brand knowledge had no direct impact on the Intention to buy organic rice, but only an indirect one through the consumer attitude towards the organic rice brand.

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Nội dung Text: The impact of brand positioning and knowledge on attitude towards brand and purchase intention: A study of organic rice in Ho Chi Minh city

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