Luận văn thạc sĩ UEH effective way to measure brand attitudinal equity
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Luận văn thạc sĩ UEH effective way to measure brand attitudinal equity
https: //k hot h u vien .comUNIVERSITY OF ECONOMICS HO CHI MINH CITYInternational School of BusinessNguyen Thi Minh ThuEFFECTIVE WAY TO MEASURE BRAND Luận văn thạc sĩ UEH effective way to measure brand attitudinal equity ATTITUDINAL EQUITYMASTER OF BUSINESS (Honours)Ho Chi Minh City - Year 2015https: //k hot h u vien .comUNIVERSITY OF ECONOMICS HO CHI MINH CITYInternational School of BusinessNguyen Thi Minh ThuEFFECTIVE WAY TO MEASURE BRAND ATTITUDINAL EQUITYID:22110061MASTER OF BUSINESS (Honours)SUPERVISOR: Dr. Tr Luận văn thạc sĩ UEH effective way to measure brand attitudinal equityan Ha Minh QuanHo Chi Minh City - Year 2015EFFECTIVE WAY Tơ MEASURE BRAND ATTITUDINAL EQUITYAcknowledgementFkstly, I would like to thank all the lectuLuận văn thạc sĩ UEH effective way to measure brand attitudinal equity
rers and staffs in ISB who have been supporting me throughout the course.Secondly. I would like to express my special gratitude to Dr. Tran Ila Minh Qhttps: //k hot h u vien .comUNIVERSITY OF ECONOMICS HO CHI MINH CITYInternational School of BusinessNguyen Thi Minh ThuEFFECTIVE WAY TO MEASURE BRAND Luận văn thạc sĩ UEH effective way to measure brand attitudinal equityons on my work.Finally, 1 would not be able to complete the thesis without supporting and encouragement from my family and my friends in searching for necessary- data and information during the study process. I would like to thank all of them.EFFECTIVE WAY TO MEASURE BRAND ATTITUDINAL EQUITYAbstract Luận văn thạc sĩ UEH effective way to measure brand attitudinal equityIn Vietnam, market research is an emergent industry' since 15 years around. Regardless the Vietnamese companies or the international ones, domestic maLuận văn thạc sĩ UEH effective way to measure brand attitudinal equity
rket research industry cannot avoid the global trend: Brand needs agencies to be faster, more predictive on what consumers’ plan to do and even cheapehttps: //k hot h u vien .comUNIVERSITY OF ECONOMICS HO CHI MINH CITYInternational School of BusinessNguyen Thi Minh ThuEFFECTIVE WAY TO MEASURE BRAND Luận văn thạc sĩ UEH effective way to measure brand attitudinal equityoc usage and altitude project. This measurement can be used as a strong product for local agencies. This also probably helps the agencies shorten the questionnaire length and cost as a consequence.Specifically, the objective of this research is to validate whether this new measurement that can be us Luận văn thạc sĩ UEH effective way to measure brand attitudinal equityed for calculating the brand equity is strong'1 powerful enough in Vietnam market, which means:-1Brand Attitudinal Equity has the positive impact on BLuận văn thạc sĩ UEH effective way to measure brand attitudinal equity
rand Claimed Share of Wallet-2Brand Altitudinal Equity has the positive impact on real brand market shareIn order to achieve objectives, the researchehttps: //k hot h u vien .comUNIVERSITY OF ECONOMICS HO CHI MINH CITYInternational School of BusinessNguyen Thi Minh ThuEFFECTIVE WAY TO MEASURE BRAND Luận văn thạc sĩ UEH effective way to measure brand attitudinal equitycused on variables to measure brand attitudinal equity. In order to validate two hypotheses, the author applied linear regression, curve regression. The results showed that that there is positive impact of brand attitudinal equity to brand claimed share of wallet (individual level) and lo real brand Luận văn thạc sĩ UEH effective way to measure brand attitudinal equity market share (aggregate level). Some limitations and implication lor future research are also mentioned in this study.Key wordsBrand attitudinal equiLuận văn thạc sĩ UEH effective way to measure brand attitudinal equity
ty', measurement, brand equity. Zipf distributionEFFECTIVE Way to measure brand attitudinal equity3TABLE OF CONTENTChapter 1: Introduction............https: //k hot h u vien .comUNIVERSITY OF ECONOMICS HO CHI MINH CITYInternational School of BusinessNguyen Thi Minh ThuEFFECTIVE WAY TO MEASURE BRAND Luận văn thạc sĩ UEH effective way to measure brand attitudinal equity.......................................................71.3.Research significance.....................................................81.4.Research boundary.........................................................81.5.Research structure........................................................9Chapter Luận văn thạc sĩ UEH effective way to measure brand attitudinal equity 2: Literature review and researchmodel...............................112.1.Brand Equity and Brand attitudinal equity:...............................1Luận văn thạc sĩ UEH effective way to measure brand attitudinal equity
12.1.1.Brand Equity:........................................................11https: //k hot h u vien .comUNIVERSITY OF ECONOMICS HO CHI MINH CITYInternational School of BusinessNguyen Thi Minh ThuEFFECTIVE WAY TO MEASURE BRAND https: //k hot h u vien .comUNIVERSITY OF ECONOMICS HO CHI MINH CITYInternational School of BusinessNguyen Thi Minh ThuEFFECTIVE WAY TO MEASURE BRANDGọi ngay
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