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Luận văn thạc sĩ the effect of communication media on dimensions of brand equily , luận văn thạc sĩ

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Nội dung chi tiết: Luận văn thạc sĩ the effect of communication media on dimensions of brand equily , luận văn thạc sĩ

Luận văn thạc sĩ the effect of communication media on dimensions of brand equily , luận văn thạc sĩ

UNIVERSITY OF ECONOMICS HO CHI MINH CITYInternational School of BusinessCao Thi HangTHE EFFECT OF COMMUNICATION MEDIAON DIMENSIONS OF BRAND EQUITYID:2

Luận văn thạc sĩ the effect of communication media on dimensions of brand equily , luận văn thạc sĩ22110016MASTER OF BUSINESS (Honours)SI PltRX ISOR: l .e Nguyen llauHo Chi Minh City - Year 20141AbstractTins study IS aimed to explore the relative im

pact of social media and traditional media on customer-based bl and equity dimensions in three groups of product market such as foods (Cocacola. Nesca Luận văn thạc sĩ the effect of communication media on dimensions of brand equily , luận văn thạc sĩ

fe. Vinamilk). banking (ACB. Techcombank, Vietcombank) and electronics (Samsung. Sony. Toshiba). It then tests the impact of dimension of customer-bas

Luận văn thạc sĩ the effect of communication media on dimensions of brand equily , luận văn thạc sĩ

ed brand equity on purchase intention.The study was conducted tlưouglì two steps including preliminary research and formal research Preliminary resear

UNIVERSITY OF ECONOMICS HO CHI MINH CITYInternational School of BusinessCao Thi HangTHE EFFECT OF COMMUNICATION MEDIAON DIMENSIONS OF BRAND EQUITYID:2

Luận văn thạc sĩ the effect of communication media on dimensions of brand equily , luận văn thạc sĩased on the previous researches and qualitative study to identify factors in brand value chainThe results show that both of traditional media and soci

al media have a strong impact on dimensions of brand equity (brand awareness, brand association). Social media have a stronger impact on brand awarene Luận văn thạc sĩ the effect of communication media on dimensions of brand equily , luận văn thạc sĩ

ss and brand association compared to traditional media. Additionally, brand awareness have no direct relationship with purchase intention In this rese

Luận văn thạc sĩ the effect of communication media on dimensions of brand equily , luận văn thạc sĩ

arch, there IS no difference between firm created social media and user generated social media, these concept combined with each other.2Chapter 1: Int

UNIVERSITY OF ECONOMICS HO CHI MINH CITYInternational School of BusinessCao Thi HangTHE EFFECT OF COMMUNICATION MEDIAON DIMENSIONS OF BRAND EQUITYID:2

Luận văn thạc sĩ the effect of communication media on dimensions of brand equily , luận văn thạc sĩ problem....................................................111.3Research objectives.................................................121.4Scope.......

........................................................121.5Research Structure..................................................13Chapter!: Literatur Luận văn thạc sĩ the effect of communication media on dimensions of brand equily , luận văn thạc sĩ

e Review....................................................142.1Theoretical background..............................................142.1.1The concep

Luận văn thạc sĩ the effect of communication media on dimensions of brand equily , luận văn thạc sĩ

t of Social Media Marketing..........................142.1.2Traditional Communication......................................152.13 Biand Equity and Cus

UNIVERSITY OF ECONOMICS HO CHI MINH CITYInternational School of BusinessCao Thi HangTHE EFFECT OF COMMUNICATION MEDIAON DIMENSIONS OF BRAND EQUITYID:2

Luận văn thạc sĩ the effect of communication media on dimensions of brand equily , luận văn thạc sĩ....................................202.3Research hypotheses and Model.......................................21Chapter?: Research Method..............

........................................253.1Study Design........................................................253.1.1Research Method............... Luận văn thạc sĩ the effect of communication media on dimensions of brand equily , luận văn thạc sĩ

.................................253.1.2Research process...............................................263.2Scale Development.........................

Luận văn thạc sĩ the effect of communication media on dimensions of brand equily , luận văn thạc sĩ

..........................283.2.1Finn created social media......................................283.2.2User generated SocialMedia.....................

UNIVERSITY OF ECONOMICS HO CHI MINH CITYInternational School of BusinessCao Thi HangTHE EFFECT OF COMMUNICATION MEDIAON DIMENSIONS OF BRAND EQUITYID:2

UNIVERSITY OF ECONOMICS HO CHI MINH CITYInternational School of BusinessCao Thi HangTHE EFFECT OF COMMUNICATION MEDIAON DIMENSIONS OF BRAND EQUITYID:2

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