Luận văn thạc sĩ UEH the effects of marketing communication on brand equity
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Luận văn thạc sĩ UEH the effects of marketing communication on brand equity
MINISTRY OF EDUCATION TRAINING UNIVERSITY OF ECONOMICS HO CHI MINH CITY —-0O0-------------------HUỲNH KIM PHUNGTHE EFFECTS OF MARKETING COMMUNI Luận văn thạc sĩ UEH the effects of marketing communication on brand equityICATON ON BRANDEQUITYMajor: Business AdministrationMajor Code: 60.34.05Supervior: Dr. TRÃN HẢ MINH QUÂNHo Chi Minh City - 2011TABLE OF CONTENTACKNOWLEDGEMENTS...................................................1ABSTRACT...........................................................2CHARTER 1.BACKGROU Luận văn thạc sĩ UEH the effects of marketing communication on brand equityND.......................................31.1.Introduction...............................................31.2.Research Objectives.....................Luận văn thạc sĩ UEH the effects of marketing communication on brand equity
...................41.3.Research methodology and scope.............................41.4.Managerial implications....................................51.MINISTRY OF EDUCATION TRAINING UNIVERSITY OF ECONOMICS HO CHI MINH CITY —-0O0-------------------HUỲNH KIM PHUNGTHE EFFECTS OF MARKETING COMMUNI Luận văn thạc sĩ UEH the effects of marketing communication on brand equity.....................................72.2.Brandequity...............................................72.2.1.Brandawareness.....................................72.2.2.Perceived quality...................................82.2.3.Brandloyalty.......................................82.2.4.BrandAssociation.. Luận văn thạc sĩ UEH the effects of marketing communication on brand equity.................................82.3.rhe elements of marketing communication....................92.3.1.Advertising Spending..........................Luận văn thạc sĩ UEH the effects of marketing communication on brand equity
.....102.3.2.Field Support Activities...........................112.3.3.Sales Promotion....................................112.4.Research Model.......MINISTRY OF EDUCATION TRAINING UNIVERSITY OF ECONOMICS HO CHI MINH CITY —-0O0-------------------HUỲNH KIM PHUNGTHE EFFECTS OF MARKETING COMMUNI Luận văn thạc sĩ UEH the effects of marketing communication on brand equity.......................153.1.Introduction........................................................153.2.Research design.....................................................153.2.1.Research methodology..................................153.2.2.Research process........................................... Luận văn thạc sĩ UEH the effects of marketing communication on brand equity..173.2.3.Questionnaire Structure...............................183.3.Measurement scale development.......................................193.3.1.MeasLuận văn thạc sĩ UEH the effects of marketing communication on brand equity
urements of brand awareness..............................193.3.2.Measurements of perceived quality............................203.3.3.Measurements of MINISTRY OF EDUCATION TRAINING UNIVERSITY OF ECONOMICS HO CHI MINH CITY —-0O0-------------------HUỲNH KIM PHUNGTHE EFFECTS OF MARKETING COMMUNIMINISTRY OF EDUCATION TRAINING UNIVERSITY OF ECONOMICS HO CHI MINH CITY —-0O0-------------------HUỲNH KIM PHUNGTHE EFFECTS OF MARKETING COMMUNIGọi ngay
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