Luận văn thạc sĩ UEH exploring the factors affecting laptop consumers brand loyalty in HOCHIMINH CITY , luận văn thạc sĩ
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Luận văn thạc sĩ UEH exploring the factors affecting laptop consumers brand loyalty in HOCHIMINH CITY , luận văn thạc sĩ
MINISTRY OF EDUCATIION AND TRAININGUNIVERSITY OF ECONOMICS HOCHIMINH CITYNGUYÊN THỊ HÒNG NGUYỆTEXPLORING THE FACTORS AFFECTINGLAPTOP CONSUMER’S BRAND Luận văn thạc sĩ UEH exploring the factors affecting laptop consumers brand loyalty in HOCHIMINH CITY , luận văn thạc sĩ LOYALTYIN HOCHIMINH CITYMajor:Business AdministrationMajor Code:60.34.05ECONOMICS MASTER THESISSupervisor: Dr. Nguyen Thi Mai TrangHOCHIMINH CITY - 2010ACKNOWLEDGEMENTSThe study about “Exploring the factors affecting Laptop consumer's Brand Loyalty in I Io Chi Minh City” was not going to be complet Luận văn thạc sĩ UEH exploring the factors affecting laptop consumers brand loyalty in HOCHIMINH CITY , luận văn thạc sĩed without the assistance and support from different relevant sources.first of all. I would like to express my whole-hearted appreciation to my supervLuận văn thạc sĩ UEH exploring the factors affecting laptop consumers brand loyalty in HOCHIMINH CITY , luận văn thạc sĩ
isor. Dr. Nguyen Thi Mai Trang, who has provided me with her strict comments and invaluable advices during the process of my study.Besides, my specialMINISTRY OF EDUCATIION AND TRAININGUNIVERSITY OF ECONOMICS HOCHIMINH CITYNGUYÊN THỊ HÒNG NGUYỆTEXPLORING THE FACTORS AFFECTINGLAPTOP CONSUMER’S BRAND Luận văn thạc sĩ UEH exploring the factors affecting laptop consumers brand loyalty in HOCHIMINH CITY , luận văn thạc sĩ in order to then conduct this dissertation would not have been brought to life.Profound gratitude was also extended to my cousin. Ms. Nguyen Thi Bich Duycn. who has assisted me in the process of data collection and to my close friend. Ms. Do Thuy. who has guided me to the usage of SPSS software.An Luận văn thạc sĩ UEH exploring the factors affecting laptop consumers brand loyalty in HOCHIMINH CITY , luận văn thạc sĩhonorable mention goes to my dear husband, Mr. I.y Son. This study is the result of his encouragement, help and love.f inally, I would like to send siLuận văn thạc sĩ UEH exploring the factors affecting laptop consumers brand loyalty in HOCHIMINH CITY , luận văn thạc sĩ
ncere thanks to my friends for their great contributions and motivation to the accomplishment of my dissertation.ABSTRACTThis study investigated and rMINISTRY OF EDUCATIION AND TRAININGUNIVERSITY OF ECONOMICS HOCHIMINH CITYNGUYÊN THỊ HÒNG NGUYỆTEXPLORING THE FACTORS AFFECTINGLAPTOP CONSUMER’S BRAND Luận văn thạc sĩ UEH exploring the factors affecting laptop consumers brand loyalty in HOCHIMINH CITY , luận văn thạc sĩ Self-expressive value. Distinctiveness, Perceived Quality. Perceived Price.The framework of in-depth - interview in form of the qualitative research based on the items of the previous research to discover new observed variables. Then, the researcher would modify available observed variables of the Luận văn thạc sĩ UEH exploring the factors affecting laptop consumers brand loyalty in HOCHIMINH CITY , luận văn thạc sĩprevious researches in order to meet with laptop category and Ho Chi Minh market, rhe 300 respondents in rhe quantitative research who were from the uLuận văn thạc sĩ UEH exploring the factors affecting laptop consumers brand loyalty in HOCHIMINH CITY , luận văn thạc sĩ
niversities in I Io C hi Minh city were used to lest reliability (Cron bach .Alpha), Correlation (Exploring Factor Analysis) and test Multiple RegressMINISTRY OF EDUCATIION AND TRAININGUNIVERSITY OF ECONOMICS HOCHIMINH CITYNGUYÊN THỊ HÒNG NGUYỆTEXPLORING THE FACTORS AFFECTINGLAPTOP CONSUMER’S BRAND Luận văn thạc sĩ UEH exploring the factors affecting laptop consumers brand loyalty in HOCHIMINH CITY , luận văn thạc sĩbl5). Besides, all of four factors have influenced on brand loyalty. The different affected levels of the factors as well as the implications of the study were also represented in this paper.iCONTENTSCHAPTER 1: INTRODUCTION1.1Research background...................................................11.2 Luận văn thạc sĩ UEH exploring the factors affecting laptop consumers brand loyalty in HOCHIMINH CITY , luận văn thạc sĩProblem definition....................................................21.3Research questions and objectives.....................................21.4LiLuận văn thạc sĩ UEH exploring the factors affecting laptop consumers brand loyalty in HOCHIMINH CITY , luận văn thạc sĩ
mitations and research methodology.................................31.5Research implications................................................31.6ThesisMINISTRY OF EDUCATIION AND TRAININGUNIVERSITY OF ECONOMICS HOCHIMINH CITYNGUYÊN THỊ HÒNG NGUYỆTEXPLORING THE FACTORS AFFECTINGLAPTOP CONSUMER’S BRAND Luận văn thạc sĩ UEH exploring the factors affecting laptop consumers brand loyalty in HOCHIMINH CITY , luận văn thạc sĩ..............52.2Brand loyalty........................................................72.2.1Consumer’s loyalty and brand equity...............................7 Luận văn thạc sĩ UEH exploring the factors affecting laptop consumers brand loyalty in HOCHIMINH CITY , luận văn thạc sĩMINISTRY OF EDUCATIION AND TRAININGUNIVERSITY OF ECONOMICS HOCHIMINH CITYNGUYÊN THỊ HÒNG NGUYỆTEXPLORING THE FACTORS AFFECTINGLAPTOP CONSUMER’S BRANDGọi ngay
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