(LUẬN văn THẠC sĩ) the effect of perceived brand globalness on brand value and purchase intention
➤ Gửi thông báo lỗi ⚠️ Báo cáo tài liệu vi phạmNội dung chi tiết: (LUẬN văn THẠC sĩ) the effect of perceived brand globalness on brand value and purchase intention
(LUẬN văn THẠC sĩ) the effect of perceived brand globalness on brand value and purchase intention
UNIVERSITY OF ECONOMICS HO CHI MINH CITYInternational School of BusinessDinh Thi Mai TrangTHE EFFECT OF PERCEIVED BRAND GLOBALNESS ON BRAND VALUEAND P (LUẬN văn THẠC sĩ) the effect of perceived brand globalness on brand value and purchase intention PURCHASE INTENTIONMASTER OF BUSINESS (Honours)Ho Chi Minh City- Year 2014UNIVERSITY OF ECONOMICS HO CHI MINH CITYInternational School of BusinessDinh Thi Mai TrangTHE EFFECT OF PERCEIVED BRAND GLOBALNESS ON BRAND VALUE AND PURCHASE INTENTIONID: 22120077MASTER OF BUSINESS (Honours)SUPERVISOR: Dr. LE (LUẬN văn THẠC sĩ) the effect of perceived brand globalness on brand value and purchase intention NHAT HANHHo Chi Minh City-Year 2014ACKNOWLEDGEMENTSFừst of all. I would like to express my deepest appreciation to Dr. Le Nhat Ilanh for her professio(LUẬN văn THẠC sĩ) the effect of perceived brand globalness on brand value and purchase intention
nal guidance from the very first day of research till the finishing. Her helpful advices and encouragement during my research preparation arc gratefulUNIVERSITY OF ECONOMICS HO CHI MINH CITYInternational School of BusinessDinh Thi Mai TrangTHE EFFECT OF PERCEIVED BRAND GLOBALNESS ON BRAND VALUEAND P (LUẬN văn THẠC sĩ) the effect of perceived brand globalness on brand value and purchase intention eir expertise and encouragement during the master course. Also thanks for their valuable time for the proposal examination committee, Their comments and suggestions are significant for my research’s complement.I am also grateful to my MBƯS classmates for their knowledge sharing, expertise and spendi (LUẬN văn THẠC sĩ) the effect of perceived brand globalness on brand value and purchase intention ng great moments together. Besides. I want to say thanks for the participants who filled my questionnaires out. The participants donated their preciou(LUẬN văn THẠC sĩ) the effect of perceived brand globalness on brand value and purchase intention
s time to finish the questionnaires and helped me to acquừe the data soon.Last but not least, 1 would like to express my gratitude to my parents, famiUNIVERSITY OF ECONOMICS HO CHI MINH CITYInternational School of BusinessDinh Thi Mai TrangTHE EFFECT OF PERCEIVED BRAND GLOBALNESS ON BRAND VALUEAND P (LUẬN văn THẠC sĩ) the effect of perceived brand globalness on brand value and purchase intention ragement have made this research and my MBA course possible.ABSTRACTIn recent year, together with globalization of the world market, it is important to understand the competition between local and global brands, and whether customers prefer global brands. This study aims to investigate the effects o (LUẬN văn THẠC sĩ) the effect of perceived brand globalness on brand value and purchase intention f perceived brand globalness on brand value, which in turns affect customer purchase intention. Brand value is manifested via brand credibility, brand(LUẬN văn THẠC sĩ) the effect of perceived brand globalness on brand value and purchase intention
prestige, and brand quality. The conceptual model is tested by using structural equation modeling. 309 consumers who live in from Ho Chi Minh City weUNIVERSITY OF ECONOMICS HO CHI MINH CITYInternational School of BusinessDinh Thi Mai TrangTHE EFFECT OF PERCEIVED BRAND GLOBALNESS ON BRAND VALUEAND P (LUẬN văn THẠC sĩ) the effect of perceived brand globalness on brand value and purchase intention d brand quality and perceived brand prestige, which then significantly increase consumer purchase intention. It also shows the critical role of brand credibility in leading to perceived of the quality of any brand. This research provides important implications for developing global brand in Vietnam (LUẬN văn THẠC sĩ) the effect of perceived brand globalness on brand value and purchase intention market and also for local brand.Keywords: Purchase intention, brand globalness, consumer behaviors, brand quality, brand prestigeTABLE OF CONTENTSACKN(LUẬN văn THẠC sĩ) the effect of perceived brand globalness on brand value and purchase intention
OWLEDGEMENTSABSTRACTTABLE OF CONTENTSLIST OF FIGURESLIST OF TABLESCHAPTER 1: INTRODUCTION.........................................11.1Research backgroUNIVERSITY OF ECONOMICS HO CHI MINH CITYInternational School of BusinessDinh Thi Mai TrangTHE EFFECT OF PERCEIVED BRAND GLOBALNESS ON BRAND VALUEAND P (LUẬN văn THẠC sĩ) the effect of perceived brand globalness on brand value and purchase intention ................41.4Research scope............................................4UNIVERSITY OF ECONOMICS HO CHI MINH CITYInternational School of BusinessDinh Thi Mai TrangTHE EFFECT OF PERCEIVED BRAND GLOBALNESS ON BRAND VALUEAND PGọi ngay
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