Branding

The study investigated the relationship between service quality, brand image, satisfaction, and consumers’ continuous purchase intention. We collected research data from 258 consumers who bought goods at supermarkets in Tra Vinh City.

12p vifilm 11-10-2024 2 1   Download

CSR activities are very important not only to generate stakeholder attitudes and behaviors but also, over the long run, to build corporate/brand image, strengthen stakeholder–company relationships, and enhance stakeholders’ advocacy behaviors for the enterprises.

11p vifilm 11-10-2024 2 1   Download

This research explores how customer engagement with the F&B brand’s dedication to social responsibility, sustainable business practices, and corporate governance influences impulsive buying. An online survey was requested, and a total of 322 participants were chosen for data analysis. To conduct statistical analysis, partial least squares structural equation modeling (PLS-SEM) was used with the SmartPLS3 program.

6p vifilm 11-10-2024 3 1   Download

The paper examines the impact of the nation branding as an intangible factor impacting FDI inflow together with three tangible country-specific factors, including the control of corruption, market growth rate and value of resources. OLS regression method was adopted to process panel data collected from 11 top FDI receiving countries in the world from 2009 to 2018 due to the availability of the data.

12p toduongg 24-08-2024 3 1   Download

This research aims to investigate the impact of digital content marketing (DCM) motivations on customer purchase intention through their engagement. In which, moderator effect of brand trust is considered. Applying Uses and Gratification Theory (UGT), the DCM motivations were classified into information, entertainment, social interaction, and remuneration.

20p toduongg 24-08-2024 2 0   Download

This research focuses on cosmetic products and observes the impact of celebrities and expert influencers on consumers’ brand admiration and purchase intentions. The mediating role played by brand admiration and brand attitude between influencer marketing and purchase intentions are tested. The survey method was employed to conduct this research, and data were collected from 522 respondents. The proposed hypotheses were tested using Cronbach’s Alpha coefficient and SEM structural models.

12p toduongg 24-08-2024 2 1   Download

This study aims to validate a measurement scale for tourists’ social media engagement behaviors with tourism destinations. This study adapted the Consumer’s Online Brand-Related Activities framework, which classifying consumer engagement behaviors into consumption, contribution, and creation. The final scale was validated based on exploratory factor analysis and confirmatory factor analysis, satisfying the requirement of convergent and discriminant validity.

10p toduongg 24-08-2024 2 1   Download

The research’s purpose is to find out what environmental - related brand message of electric cars has been conducted in Vietnam to influence its customers. A study using online observation techniques found that automobile manufacturers are using messages mentioned about environment flexibly but must be cautious when sharing information about their new products’ environmental impact.

10p toduongg 24-08-2024 3 1   Download

This research study investigates the motivation for English language learning among undergraduate students at the University of Transport and Communications (UTC). The study adopts a mixed-methods approach, combining qualitative and quantitative methods to gather data. It includes a literature review on motivation theories, language learning, and questionnaire surveys. Content analysis is used for qualitative data, while descriptive and inferential statistics are used for quantitative data analysis.

7p tuongbachxuyen 05-08-2024 3 1   Download

Bài viết trình bày đánh giá lượng tiêu thụ kháng sinh (KS) và khảo sát hiệu quả - chi phí giữa Ciprofloxacin (CP) hàng Brand (B) và Generic (G) đường tiêm trong điều trị Nhiễm trùng tiểu (NTT) tại bệnh viện Đa khoa Hoàn Mỹ Sài Gòn (BVHMSG).

8p vitissue 05-08-2024 6 2   Download

Proposal Digital Marketing Cosy campaign objectives: Raise awareness of total Cosy brands, especially Cosy Marie Coconut; Make Cosy a nationwide brand by the diversity in sub-categories for everyone; Increase engagement of Target Audience with Cosy on social platforms.

16p qthow2011 25-05-2024 8 4   Download

Official Lauch Campaign Stives campaign objectives: Raise awa reness of new product Sheet Masks to at least 2 millions TA. Promote them to interact with brand in the campaign, and afterw ards they still connect with brand in digital. Build brand love by reminding TA of the presence of ST.Ives is a natural brand with serious benefits and seriously Fun to use.

27p qthow2011 25-05-2024 8 3   Download

The purpose of this research is to Investigating the Effect of losing customers and reputation on the supply chain of brand marketing (case study: Pegah products consumers). The present study is an applied research. The statistical population of this research is the customers of Pegah products. Given the unlimited size of the statistical population, the sample size is 384 people.

3p longtimenosee10 26-04-2024 5 2   Download

The most preferred product branding behavior by local customers and local product is equivalent competitive standing for local and foreign products. Basically, well-known brands are likely to be purchased rather than those that are unknown. People often trust what they know and distrust, or, at the very least, feel suspicious with unknown brands.

5p longtimenosee10 26-04-2024 2 2   Download

This study analyzed political parties using marketing theory, especially supply chain management and political brands using the Customer Base Brand Equity (CBBE) approach. The political brand in this study can determine what factors are in the minds of voters or the mindset of the people that influence their behavior to produce brand equity that can be communicated and presented to the constituents so that the impact drives them towards electoral choices in certain parties.

12p longtimenosee09 08-04-2024 3 1   Download

Bài giảng "Quản trị marketing bán lẻ: Chương 4 - Quản trị thương hiệu và sản phẩm bán lẻ" trình bày các nội dung chính sau đây: Phát triển sản phẩm mới (New Product Development – NPD); Chu kỳ sống của sản phẩm (The Product Life Cycle); Quản trị thương hiệu (Brand Management);... Mời các bạn cùng tham khảo!

17p gaupanda017 19-03-2024 8 5   Download

Nghiên cứu "Sự tác động của cộng đồng trực tuyến đến lòng trung thành của khách hàng tại nhà hàng Dookki Việt Nam" nhằm mục đích phân tích tham gia cộng đồng trực tuyến tại nhà hàng Dookki Việt Nam. Bài nghiên cứu nhằm mục đích phân tích tác động tham gia cộng đồng trực tuyến đến lòng trung thành của khách hàng tại nhà hàng Dookki Việt Nam. Mời các bạn cùng tham khảo!

5p tahoaiman 02-01-2024 8 3   Download

Phần 1 cuốn sách "Xây dựng mô hình định giá thương hiệu Ngân hàng thương mại Việt Nam" cung cấp cho người học các kiến thức: Tổng quan nghiên cứu về thương hiệu và định giá thương hiệu, cơ sở lý thuyết về định giá thương hiệu ngân hàng thương mại.

129p oursky02 06-08-2023 14 8   Download

Bài viết Nghiên cứu mối quan hệ giữa quan điểm người dùng trên social media tại Việt Nam, hình ảnh thương hiệu địa phương (local brands) và ý định mua của khách hàng mong muốn đóng góp trong việc khám phá các nguyên nhân nào có nhiều đòn bẩy hơn trên trên mạng xã hội trong việc tiếp nhận thông tin và mua hàng của các thương hiệu địa phương trong môi trường số dưới góc nhìn của một quốc gia đang phát triển như Việt Nam.

20p viannee 04-08-2023 19 7   Download

Bài viết Nghiên cứu ảnh hưởng của một số yếu tố môi trường và dinh dưỡng đến quá trình lên men vang để sản xuất Brandy từ dứa Queen bằng chủng Saccharomyces cerevisiae D8 trình bày các kết quả nghiên cứu về ảnh hưởng của một số yếu tố môi trường và dinh dưỡng đến quá trình lên men vang dứa Queen từ chủng Saccharomyces cerevisiae D8, làm nguyên liệu cho sản xuất Brandy dứa.

6p visybill 19-07-2023 5 2   Download