Luận văn thạc sĩ UEH brand loyalty of office women toward cosmetic products in vietnam
➤ Gửi thông báo lỗi ⚠️ Báo cáo tài liệu vi phạmNội dung chi tiết: Luận văn thạc sĩ UEH brand loyalty of office women toward cosmetic products in vietnam
Luận văn thạc sĩ UEH brand loyalty of office women toward cosmetic products in vietnam
UNIVERSITY OF ECONOMICS HOCHIMINH CITYInternational School of BusinessHoang Thi Le ThuyBRAND LOYALTY OF OFFICE WOMENTOWARD COSMETIC PRODUCTS IN VIETNA Luận văn thạc sĩ UEH brand loyalty of office women toward cosmetic products in vietnamAMSTUDENT ID: 22120140MASTER OF BUSINESS BY HONOURSUPERVISOR: Dr. DINH CONG KHAIHo Chi Minh City-2015ACKNOWLEDGEMENTS1 would not have been able to complete my thesis without the advice, assistance, understanding and encouragement of a number of people. I would like to gratefully and sincerely acknow Luận văn thạc sĩ UEH brand loyalty of office women toward cosmetic products in vietnamledge their assistance and support.First of all. the most important person 1 would like to thank is my supervisor. Dr. Dinh Cong Khai. Thanks to his vLuận văn thạc sĩ UEH brand loyalty of office women toward cosmetic products in vietnam
aluable advice and generous guidance throughout the journey of this rcscach. 1 can finish my thesis.Secondly. I would like to thank all of the staff aUNIVERSITY OF ECONOMICS HOCHIMINH CITYInternational School of BusinessHoang Thi Le ThuyBRAND LOYALTY OF OFFICE WOMENTOWARD COSMETIC PRODUCTS IN VIETNA Luận văn thạc sĩ UEH brand loyalty of office women toward cosmetic products in vietnamssistance and understanding.Furthermore, I would like to express my gratefill thanks to my friends and all the respondents who participated in filling the questionnaires and provided the valuable information for this study.Finally. I would like to give my gratefulness to all classmates who have been Luận văn thạc sĩ UEH brand loyalty of office women toward cosmetic products in vietnam sharing with me all their knowledge and experience as well as happiness and difficulties during MBA course. I would not complete my thesis without thLuận văn thạc sĩ UEH brand loyalty of office women toward cosmetic products in vietnam
eir encouragement and support.Personally. I wish to express my deep gratitude to my parents and my brother for their spiritual support and encouragemeUNIVERSITY OF ECONOMICS HOCHIMINH CITYInternational School of BusinessHoang Thi Le ThuyBRAND LOYALTY OF OFFICE WOMENTOWARD COSMETIC PRODUCTS IN VIETNA Luận văn thạc sĩ UEH brand loyalty of office women toward cosmetic products in vietnamvement of everyone who has helped me to complete this thesis.42161I Io Chi Minh. Vietnam.Hoang. Thi Le ThuyAbstractFor cosmetic industry, it is essential for businesses to understand the critical factors that influence brand loyalty of office women toward cosmetic products. These issues are critical Luận văn thạc sĩ UEH brand loyalty of office women toward cosmetic products in vietnam to the long term business success of any industry. Based on the literature reviews in the thesis, this study empirically examines the roles of the faLuận văn thạc sĩ UEH brand loyalty of office women toward cosmetic products in vietnam
ctors: brand awareness, perceived quality, brand image and brand trust on brand loyalty of office women toward cosmetic products in Vietnam.The test pUNIVERSITY OF ECONOMICS HOCHIMINH CITYInternational School of BusinessHoang Thi Le ThuyBRAND LOYALTY OF OFFICE WOMENTOWARD COSMETIC PRODUCTS IN VIETNA Luận văn thạc sĩ UEH brand loyalty of office women toward cosmetic products in vietnamure data together with some methods of data analysis (Cronbach’s Alpha test. Exploratory factor analysis and Multiple regression analysis), the findings confirm that brand awareness, perceived quality, brand image and brand trust has the positive effect on brand loyalty.Extracted from the findings o Luận văn thạc sĩ UEH brand loyalty of office women toward cosmetic products in vietnamf this research, in order to receive the loyalty of women toward cosmetic products, cosmetic brand must set up effective strategics marketing to keepLuận văn thạc sĩ UEH brand loyalty of office women toward cosmetic products in vietnam
improving and maintaining the brand image, brand awareness, brand trust as well as perceived quality, rhe results of this research are important for cUNIVERSITY OF ECONOMICS HOCHIMINH CITYInternational School of BusinessHoang Thi Le ThuyBRAND LOYALTY OF OFFICE WOMENTOWARD COSMETIC PRODUCTS IN VIETNA Luận văn thạc sĩ UEH brand loyalty of office women toward cosmetic products in vietnamtely result in more profitability.Key words: customer retention, brand loyally.TABLE OF CONTENTSCHAPTER 1. INTRODUCTION...................................................11.1.Research Background..................................................11.2.Research Problem................................... Luận văn thạc sĩ UEH brand loyalty of office women toward cosmetic products in vietnam..................21.3.Research Objectives..................................................41.4.Scope and Research Methodology of Study..............Luận văn thạc sĩ UEH brand loyalty of office women toward cosmetic products in vietnam
................41.5.Significance of the Study............................................51.6.Research Structure.....................................UNIVERSITY OF ECONOMICS HOCHIMINH CITYInternational School of BusinessHoang Thi Le ThuyBRAND LOYALTY OF OFFICE WOMENTOWARD COSMETIC PRODUCTS IN VIETNA Luận văn thạc sĩ UEH brand loyalty of office women toward cosmetic products in vietnam.............72.1.1.From the traditional viewpoint of brand............................72.1.2.From the synthetic viewpoint of brand..............................72.2.The Customer-based Perspective of Brand Equity.....................82.2.1.Brand equity................................................ Luận văn thạc sĩ UEH brand loyalty of office women toward cosmetic products in vietnam.......82.2.2.The customer-based perspective.....................................9UNIVERSITY OF ECONOMICS HOCHIMINH CITYInternational School of BusinessHoang Thi Le ThuyBRAND LOYALTY OF OFFICE WOMENTOWARD COSMETIC PRODUCTS IN VIETNAUNIVERSITY OF ECONOMICS HOCHIMINH CITYInternational School of BusinessHoang Thi Le ThuyBRAND LOYALTY OF OFFICE WOMENTOWARD COSMETIC PRODUCTS IN VIETNAGọi ngay
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