Luận văn thạc sĩ 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: Luận văn thạc sĩ antecedents and outcome of consumer brand identification, empirical evidence from viet nam
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 Till Phan ThictANTECEDENTS AND OUTCOME OFCONSUMER BRAND IDENTIFICATION:EMPIRICAL EVIDENCE FROM MET NAMĨD:22120071MAS TER 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 2014ACKNOW LEDGEMEN 1Firstly, Ĩ would like to express my sincere gratefulness toLuận văn thạc sĩ antecedents and outcome of consumer brand identification, empirical evidence from viet nam
my supervisor Dr. Nguyen Illi Mai Trang lor her professional guidance, intensive advice, valuable support, continuous encouragement that she gave me 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 suggestions of committee have contributed significantly for me to complete Illis research.My truly thanks are also given to my ĨSB classmates as well as all people Ĩ know who participated in filling the questionnaires and provided the valuable information for this study.Last but not least, Ĩ would l Luận văn thạc sĩ antecedents and outcome of consumer brand identification, empirical evidence from viet nam ike to express my sincere thanks to all professors at ĨSB for their teaching and guidance during my last two-year master course.Truong Illi Phan ThietLuận văn thạc sĩ antecedents and outcome of consumer brand identification, empirical evidence from viet nam
November 2014.iABSTRACTThe concept of consumer-brand identification (CBI) mentions the way brands help consumers articulate their identities. Based onUNIVERSITY 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 n Ho Chi Minh City, Vietnam.The conceptual 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 i Luận văn thạc sĩ antecedents and outcome of consumer brand identification, empirical evidence from viet nam n Ho Chi Minh City, Vietnam.The results show that there are only two antecedents merged from items of three proposed drivers at the beginning: brand dLuận văn thạc sĩ antecedents and outcome of consumer brand identification, empirical evidence from viet nam
istinctiveness and memorable brand experiences. The study confirms the positive influence of two new drivers to CBI, as well as the positive relationsUNIVERSITY 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 ffect 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...............................................iiUNIVERSITY 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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