(LUẬN văn THẠC sĩ) antecedents and outcome of consumer brand identification, empirical evidence from viet nam

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(LUẬN văn THẠC sĩ) antecedents and outcome of consumer brand identification, empirical evidence from viet nam

UNIVERSITY OF ECONOMICS HO CHI MINH CITYInternational School of BusinessTruong Thi Phan ThiefANTECEDENTS AND OUTCOME OFCONSUMER BRAND IDENTIFICATION:E

(LUẬN văn THẠC sĩ) antecedents and outcome of consumer brand identification, empirical evidence from viet nam EMPIRICAL EVIDENCE FROM VIET NAMMASTER OF BUSINESS (Honours)Ho Chi Minh City. Year 2014UNIVERSITY OF ECONOMICS HO CHI MINH CITYInternational School of

BusinessTruong Tlii Phan TliictANTECEDENTS AND OUTCOME OFCONSUMER BRAND IDENTIFICATION:EMPIRICAL EVIDENCE FROM VIET NAMID:22120071MASTER OF BUSINESS (LUẬN văn THẠC sĩ) antecedents and outcome of consumer brand identification, empirical evidence from viet nam

(Honours) SUPERVISOR: NGUYEN Till MAI TRANG, Dr.Ho Chi Minh City, Year 2014ACKNOWLEDGEMENTFirstly, I would like to express my sincere gratefulness to

(LUẬN văn THẠC sĩ) antecedents and outcome of consumer brand identification, empirical evidence from viet nam

my supervisor Dr. Nguyen T1Ú Mai Trang for her professional guidance, intensive advice, valuable support, continuous encouragement that she gave me du

UNIVERSITY OF ECONOMICS HO CHI MINH CITYInternational School of BusinessTruong Thi Phan ThiefANTECEDENTS AND OUTCOME OFCONSUMER BRAND IDENTIFICATION:E

(LUẬN văn THẠC sĩ) antecedents and outcome of consumer brand identification, empirical evidence from viet nam ggestions of committee have contributed significantly for me to complete this research.My truly thanks are also given to my ISB classmates as well as

all people I know who participated in filling the questionnaires and provided the valuable information for this study.Last but not least. I would like (LUẬN văn THẠC sĩ) antecedents and outcome of consumer brand identification, empirical evidence from viet nam

to express my sincere thanks to all professors at ISB for their teaching and guidance during my last two-year master course.Truong Thi Phan ThielNove

(LUẬN văn THẠC sĩ) antecedents and outcome of consumer brand identification, empirical evidence from viet nam

mber 2014.iABSTRACTThe concept of consumer-brand identification (CBĨ) mentions the way brands help consumers articulate (heir idenlilies. Based on pri

UNIVERSITY OF ECONOMICS HO CHI MINH CITYInternational School of BusinessTruong Thi Phan ThiefANTECEDENTS AND OUTCOME OFCONSUMER BRAND IDENTIFICATION:E

(LUẬN văn THẠC sĩ) antecedents and outcome of consumer brand identification, empirical evidence from viet nam Chi Minh City, Vietnam.The conceptual model includes three drivers of CBT (brand distinctiveness, brand warmth, and memorable brand experiences), a m

oderator (product category involvement), and one outcome (brand advocacy) arc posited and tested with survey data from a sample of 523 consumers in Ho (LUẬN văn THẠC sĩ) antecedents and outcome of consumer brand identification, empirical evidence from viet nam

Chi Minh City, Vietnam.The results show that there are only two antecedents merged from items of three proposed drivers at the beginning: brand disti

(LUẬN văn THẠC sĩ) antecedents and outcome of consumer brand identification, empirical evidence from viet nam

nctiveness and memorable brand experiences. The study confirms the positive influence of two new drivers to CBI, as well as the positive relationship

UNIVERSITY OF ECONOMICS HO CHI MINH CITYInternational School of BusinessTruong Thi Phan ThiefANTECEDENTS AND OUTCOME OFCONSUMER BRAND IDENTIFICATION:E

(LUẬN văn THẠC sĩ) antecedents and outcome of consumer brand identification, empirical evidence from viet nam t of each antecedent to CBI. Finally, theoretical and managerial significance of the findings are discussed.Key words: Consumer-brand identification.

Brand advocacy, Brand distinctiveness. Brand warmth. Memorable brand experiences. Product category involvementiiTABLE OF CONTENTSACKNOWLEDGEMENT...... (LUẬN văn THẠC sĩ) antecedents and outcome of consumer brand identification, empirical evidence from viet nam

...................................iABSTRACT...............................................ii

UNIVERSITY OF ECONOMICS HO CHI MINH CITYInternational School of BusinessTruong Thi Phan ThiefANTECEDENTS AND OUTCOME OFCONSUMER BRAND IDENTIFICATION:E