(LUẬN văn THẠC sĩ) the effect of some marketing mix elements on brand awareness and brank image , luận văn thạc sĩ
➤ Gửi thông báo lỗi ⚠️ Báo cáo tài liệu vi phạmNội dung chi tiết: (LUẬN văn THẠC sĩ) the effect of some marketing mix elements on brand awareness and brank image , luận văn thạc sĩ
(LUẬN văn THẠC sĩ) the effect of some marketing mix elements on brand awareness and brank image , luận văn thạc sĩ
MINISTRY OF EDUCATION AND TRAINING UNIVERSITY OF ECONOMICS HO CHI MINH CITY —0O0-------------------DIỆP THỊ PHƯƠNG THẢOTHE EFFECT SOME MARKETING MIX E (LUẬN văn THẠC sĩ) the effect of some marketing mix elements on brand awareness and brank image , luận văn thạc sĩ ELEMENTS ON BRAND AWARENESS AND BRANK IMAGEMAJOR: BUSINESS ADMINISTRATION MAJOR CODE: 60.34.05 MASTER THESIS INSTRUCTOR: DR. TRAN HA MINH QUANHo Chi Minh City -2011IACKNOWLEDGEMENTThis thesis is dedicated to my family, friends, professors and classmates for their support and encouragement throughout (LUẬN văn THẠC sĩ) the effect of some marketing mix elements on brand awareness and brank image , luận văn thạc sĩ my academic career. Recently, these people have touched my life in many different ways.First and foremost. 1 would like to give special thanks to Dr.(LUẬN văn THẠC sĩ) the effect of some marketing mix elements on brand awareness and brank image , luận văn thạc sĩ
Tran Ha Minh Quan for being an excellent professor, advisor, thesis committee chair, and mentor. I appreciate all the insight and time he put into heMINISTRY OF EDUCATION AND TRAINING UNIVERSITY OF ECONOMICS HO CHI MINH CITY —0O0-------------------DIỆP THỊ PHƯƠNG THẢOTHE EFFECT SOME MARKETING MIX E (LUẬN văn THẠC sĩ) the effect of some marketing mix elements on brand awareness and brank image , luận văn thạc sĩ huc. who helped me in the data analysis.Many thanks my professors and classmates in MBA class. Balch 17 for their valuable and enthusiastic support for this research study.My special gratitude is extended to all instructors, staff and students al Faculty of Business Administration. University of Tec (LUẬN văn THẠC sĩ) the effect of some marketing mix elements on brand awareness and brank image , luận văn thạc sĩ hnology HoChiMinh City (HUTECH) for their support and the valuable knowledge during my study.Last but not least, the deepest and most sincere gratitud(LUẬN văn THẠC sĩ) the effect of some marketing mix elements on brand awareness and brank image , luận văn thạc sĩ
e go to my beloved parents, my husband, my daughter and my closest friends for their boundless support, abundant love and encouragement throughout my MINISTRY OF EDUCATION AND TRAINING UNIVERSITY OF ECONOMICS HO CHI MINH CITY —0O0-------------------DIỆP THỊ PHƯƠNG THẢOTHE EFFECT SOME MARKETING MIX E (LUẬN văn THẠC sĩ) the effect of some marketing mix elements on brand awareness and brank image , luận văn thạc sĩ ans to increase the degree of knowledge of the brand name. In this paper we want to show the relationship between marketing effort and brand awareness and brand image. Starting out from a theoretical review, we set out a model of effects of the marketing effort -as the brand s antecedents- on brand (LUẬN văn THẠC sĩ) the effect of some marketing mix elements on brand awareness and brank image , luận văn thạc sĩ awareness and brand image. In order to test the defined structural model and research hypotheses empirical research was conducted on the sample of und(LUẬN văn THẠC sĩ) the effect of some marketing mix elements on brand awareness and brank image , luận văn thạc sĩ
ergraduate students of the Faculty of Business Administration in University of Techonology.The structural model of the effects of marketing mix elemenMINISTRY OF EDUCATION AND TRAINING UNIVERSITY OF ECONOMICS HO CHI MINH CITY —0O0-------------------DIỆP THỊ PHƯƠNG THẢOTHE EFFECT SOME MARKETING MIX E (LUẬN văn THẠC sĩ) the effect of some marketing mix elements on brand awareness and brank image , luận văn thạc sĩ odel. Research results indicate that the structural model has an acceptable level of fit to the empirical data. The estimated structural coefficients and indirect effect coefficients indicate the direction and intensity of effects of each analysed element of marketing mix on brand awareness and bran (LUẬN văn THẠC sĩ) the effect of some marketing mix elements on brand awareness and brank image , luận văn thạc sĩ d image. Finally, implications of research results for the theory and practice of brand management are analysed and discussed.KEY WORDS: Brand Image,(LUẬN văn THẠC sĩ) the effect of some marketing mix elements on brand awareness and brank image , luận văn thạc sĩ
Brand Awareness, marketing effort. Measurement Model.IllTABLE OF CONTENTSACKNOWLEDGEMENT.........................................................IABSTMINISTRY OF EDUCATION AND TRAINING UNIVERSITY OF ECONOMICS HO CHI MINH CITY —0O0-------------------DIỆP THỊ PHƯƠNG THẢOTHE EFFECT SOME MARKETING MIX E (LUẬN văn THẠC sĩ) the effect of some marketing mix elements on brand awareness and brank image , luận văn thạc sĩ FIGURES.........................................................VLIST OF TABLES.........................................................VI1Chapter! : Introduction..............................................I1.1Introduction....................................................11.2Research Background. (LUẬN văn THẠC sĩ) the effect of some marketing mix elements on brand awareness and brank image , luận văn thạc sĩ ............................................11.3Research Motives................................................31.4Problem statement.................(LUẬN văn THẠC sĩ) the effect of some marketing mix elements on brand awareness and brank image , luận văn thạc sĩ
..............................41.5Research Ojective...............................................41.6Research methodology and design.................MINISTRY OF EDUCATION AND TRAINING UNIVERSITY OF ECONOMICS HO CHI MINH CITY —0O0-------------------DIỆP THỊ PHƯƠNG THẢOTHE EFFECT SOME MARKETING MIX E (LUẬN văn THẠC sĩ) the effect of some marketing mix elements on brand awareness and brank image , luận văn thạc sĩ .....72.1Introduction....................................................72.2Brand...........................................................7MINISTRY OF EDUCATION AND TRAINING UNIVERSITY OF ECONOMICS HO CHI MINH CITY —0O0-------------------DIỆP THỊ PHƯƠNG THẢOTHE EFFECT SOME MARKETING MIX EGọi ngay
Chat zalo
Facebook