Antecedents and outcome of consumer brand identification empirical evidence from viet nam
➤ Gửi thông báo lỗi ⚠️ Báo cáo tài liệu vi phạmNội dung chi tiết: Antecedents and outcome of consumer brand identification empirical evidence from viet nam
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 Antecedents and outcome of consumer brand identification empirical evidence from viet namEMPIRICAL EVIDENCE FROM VIETNAMMASTER OF BUSINESS (Honours)UNIVERSITY OF ECONOMICS HO CHI MINH CITYInternational School of BusinessTruong Thi Phan ThietANTECEDENTS AND OUTCOME OFCONSUMER BRAND IDENTIFICATION:EMPIRICAL EVIDENCE FROM VIET NAMID:22120071MASTER OF BUSINESS (Honours)SUPERVISOR: NGUYEN TH Antecedents and outcome of consumer brand identification empirical evidence from viet namI MAI TRANG, Dr.Ho Chi Minh City, Year 2014ACKNOWLEDGEMENTFirstly, I would like to express my sincere gratefulness to my supervisor Dr. Nguyen Thi MaiAntecedents and outcome of consumer brand identification empirical evidence from viet nam
Trang for her professional guidance, intensive advice, valuable support, continuous encouragement that she gave me during the lime doing this researcUNIVERSITY OF ECONOMICS HO CHI MINH CITYInternational School of BusinessTruong Thi Phan ThiefANTECEDENTS AND OUTCOME OFCONSUMER BRAND IDENTIFICATION:E Antecedents and outcome of consumer brand identification empirical evidence from viet namributed significantly for me to complete this research.My truly thanks are also given to my ĨSB 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, 1 would like to express my sincere thanks to Antecedents and outcome of consumer brand identification empirical evidence from viet nam all professors at ISB for their teaching and guidance during my last two-year master course.Truong Thi Phan ThietNovember 2014.iABSTRACTThe concept oAntecedents and outcome of consumer brand identification empirical evidence from viet nam
f consumer-brand identification (CBI) mentions the way brands help consumers articulate their identities. Based on prior researches in foreign countriUNIVERSITY OF ECONOMICS HO CHI MINH CITYInternational School of BusinessTruong Thi Phan ThiefANTECEDENTS AND OUTCOME OFCONSUMER BRAND IDENTIFICATION:E Antecedents and outcome of consumer brand identification empirical evidence from viet nameptual model includes three drivers of CBI (brand distinctiveness, brand warmth, and memorable brand experiences), a moderator (product category involvement), and one outcome (brand advocacy) are posited and tested with survey data from a sample of 523 consumers in Ho Chi Minh City, Vietnam.The resu Antecedents and outcome of consumer brand identification empirical evidence from viet namlts show that there are only two antecedents merged from items of three proposed drivers at the beginning: brand distinctiveness and memorable brand eAntecedents and outcome of consumer brand identification empirical evidence from viet nam
xperiences. The study confirms the positive influence of two new drivers to CBI, as well as the positive relationship between CBI and its consequence UNIVERSITY OF ECONOMICS HO CHI MINH CITYInternational School of BusinessTruong Thi Phan ThiefANTECEDENTS AND OUTCOME OFCONSUMER BRAND IDENTIFICATION:E Antecedents and outcome of consumer brand identification empirical evidence from viet namally, 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....,.,...,........................... Antecedents and outcome of consumer brand identification empirical evidence from viet nam....................................................... 1UNIVERSITY OF ECONOMICS HO CHI MINH CITYInternational School of BusinessTruong Thi Phan ThiefANTECEDENTS AND OUTCOME OFCONSUMER BRAND IDENTIFICATION:EUNIVERSITY OF ECONOMICS HO CHI MINH CITYInternational School of BusinessTruong Thi Phan ThiefANTECEDENTS AND OUTCOME OFCONSUMER BRAND IDENTIFICATION:EGọi ngay
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