The effect of communication media on dimensions of brand equily luận văn thạc sĩ
➤ Gửi thông báo lỗi ⚠️ Báo cáo tài liệu vi phạmNội dung chi tiết: The effect of communication media on dimensions of brand equily 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 COMMUNICATIONMEDIA ON DIMENSIONS OF BRANDEQUITYID:22 The effect of communication media on dimensions of brand equily luận văn thạc sĩ2110016MASTER OF BUSINESS (Honours)SUPERVISOR: Le Nguyen Hau1https://khothuvien.cori!AbstractThis study is aimed to explore the relative impact of social media and traditional media on customer-based brand equity dimensions in three groups of product market such as foods (Cocacola, Nescafe, Vinamilk The effect of communication media on dimensions of brand equily luận văn thạc sĩ), banking (ACB, Techcombank, Vietcombank) and electronics (Samsung, Sony, Toshiba). It then tests the impact of dimension of customerbased brand equiThe effect of communication media on dimensions of brand equily luận văn thạc sĩ
ty on purchase intention.The study was conducted through two steps including preliminary research and formal research. Preliminary research employed fUNIVERSITY OF ECONOMICS HO CHI MINH CITYInternational School of BusinessCao Thi HangTHE EFFECT OF COMMUNICATIONMEDIA ON DIMENSIONS OF BRANDEQUITYID:22 The effect of communication media on dimensions of brand equily luận văn thạc sĩrevious researches and qualitative study to identify factors in brand value chain.The results show that both of traditional media and social media have a strong impact on dimensions of brand equity (brand awareness, brand association). Social media have a stronger impact on brand awareness and brand The effect of communication media on dimensions of brand equily luận văn thạc sĩ association compared to traditional media. Additionally, brand awareness have no direct relationship with purchase intention. In this research, thereThe effect of communication media on dimensions of brand equily luận văn thạc sĩ
is no difference between firm created social media and user generated social media, these concept combined with each other.Chapter 1: Introduction...UNIVERSITY OF ECONOMICS HO CHI MINH CITYInternational School of BusinessCao Thi HangTHE EFFECT OF COMMUNICATIONMEDIA ON DIMENSIONS OF BRANDEQUITYID:22 The effect of communication media on dimensions of brand equily luận văn thạc sĩ......91.2Research problem..................................................................111.3Research objectives...............................................................121.4Scope.............................................................................121.5Research Structure........... The effect of communication media on dimensions of brand equily luận văn thạc sĩ.....................................................13Chapter 2: Literature Review...................................................................The effect of communication media on dimensions of brand equily luận văn thạc sĩ
142.1Theoretical background............................................................142.1.1The concept of Social Media Marketing...................UNIVERSITY OF ECONOMICS HO CHI MINH CITYInternational School of BusinessCao Thi HangTHE EFFECT OF COMMUNICATIONMEDIA ON DIMENSIONS OF BRANDEQUITYID:22 The effect of communication media on dimensions of brand equily luận văn thạc sĩity..............................162.1.4Concept of Brand Value Chain...............................................192.2A Brief Review of Previous Study..................................................202.3Research hypotheses and Model....................................................21Chapter 3: The effect of communication media on dimensions of brand equily luận văn thạc sĩ Research Method.....................................................................253.1Study Design................................................The effect of communication media on dimensions of brand equily luận văn thạc sĩ
......................253.1.1Research Method.............................................................253.1.2Research process......................UNIVERSITY OF ECONOMICS HO CHI MINH CITYInternational School of BusinessCao Thi HangTHE EFFECT OF COMMUNICATIONMEDIA ON DIMENSIONS OF BRANDEQUITYID:22 The effect of communication media on dimensions of brand equily luận văn thạc sĩ•••••• .283.2.1Firm created social media..................................................283.2.2User generated Social Media................................................293.2.3Traditional Media..........................................................30 The effect of communication media on dimensions of brand equily luận văn thạc sĩUNIVERSITY OF ECONOMICS HO CHI MINH CITYInternational School of BusinessCao Thi HangTHE EFFECT OF COMMUNICATIONMEDIA ON DIMENSIONS OF BRANDEQUITYID:22Gọi ngay
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