Luận văn thạc sĩ effective way to measure brand attitudinal equity
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Luận văn thạc sĩ effective way to measure brand attitudinal equity
UNIVERSITY OF ECONOMICS HO CHI MINH CITYInternational School of BusinessNguyen Thi Minh ThuEFFECTIVE WAY TO MEASURE BRAND ATTITUDINAL EQUITYMASTER OF Luận văn thạc sĩ effective way to measure brand attitudinal equity BUSINESS (Honours)Ho Chi Minh City - Year 2015https: //k hot h u vien .comUNIVERSITY OF ECONOMICS HO CHI MINH CITYInternational School of BusinessNguyen Thi Minh ThuEFFECTIVE WAY TO MEASUREBRAND ATTITUDINAL EQUITYID:22110061MASTER OF BUSINESS (Honours)SUPERVISOR: Dr. Tran Ha Minh QuanHo Chi Minh Ci Luận văn thạc sĩ effective way to measure brand attitudinal equity ty - Year 2015EFFECTIVE WAY TO MEASURE BRAND ATTITUDINAL EQUITYAcknowledgementTưstly, I would like to thank all the lecturers and staffs in ISB who haLuận văn thạc sĩ effective way to measure brand attitudinal equity
ve been supporting me throughout the course.Secondly. I would like to express my special gratitude to Dr. Tran Ila Minh Quan, my master thesis's superUNIVERSITY OF ECONOMICS HO CHI MINH CITYInternational School of BusinessNguyen Thi Minh ThuEFFECTIVE WAY TO MEASURE BRAND ATTITUDINAL EQUITYMASTER OF Luận văn thạc sĩ effective way to measure brand attitudinal equity ld not be able to complete the thesis without supporting and encouragement from my family and my friends in searching for necessary data and information during the study process, I would like to thank all of them.EFFECTIVE WAY TO MEASURE BRAND ATTITUDINAL EQUITYAbstractIn Vietnam, market research IS Luận văn thạc sĩ effective way to measure brand attitudinal equity an emergent industry since 15 years around. Regardless the Vietnamese companies or the international ones, domestic market research industry cannot aLuận văn thạc sĩ effective way to measure brand attitudinal equity
void the global trend: Brand needs agencies to be faster, more predictive on what consumers' plan to do and even cheaper - “conflicted”. This researchUNIVERSITY OF ECONOMICS HO CHI MINH CITYInternational School of BusinessNguyen Thi Minh ThuEFFECTIVE WAY TO MEASURE BRAND ATTITUDINAL EQUITYMASTER OF Luận văn thạc sĩ effective way to measure brand attitudinal equity This measurement can be used as a strong product for local agencies. This also probably helps the agencies shorten the questionnaire length and cost as a consequence.Specifically, the objective of this research is to validate whether this new measurement that can be used for calculating the brand eq Luận văn thạc sĩ effective way to measure brand attitudinal equity uity is strong powerfill enough in Vietnam market, which means:-1Brand Attitudinal Equity has the positive impact on Brand Claimed Share of Wallet-2BrLuận văn thạc sĩ effective way to measure brand attitudinal equity
and Attitudinal Equity has the positive impact on real brand market shareIn order to achieve objectives, the researcher employed quantitative methods.UNIVERSITY OF ECONOMICS HO CHI MINH CITYInternational School of BusinessNguyen Thi Minh ThuEFFECTIVE WAY TO MEASURE BRAND ATTITUDINAL EQUITYMASTER OF Luận văn thạc sĩ effective way to measure brand attitudinal equity and altitudinal equity. In order to validate two hypotheses, the author applied linear regression, curve regression, rhe results showed that that there is positive impact of brand altitudinal equity to brand claimed share of wallet (individual level) and to real brand market share (aggregate level). Luận văn thạc sĩ effective way to measure brand attitudinal equity Some limitations and implication for future research are also mentioned in this study.Key wordsBrand attitudinal equity, measurement, brand equity, ZLuận văn thạc sĩ effective way to measure brand attitudinal equity
ipf distributionEFFECTIVE WAY TO MEASURE BRAND ATTITUDINAL EQUITY3TABLE OF COM ENTChapter 1: Introduction.............................................UNIVERSITY OF ECONOMICS HO CHI MINH CITYInternational School of BusinessNguyen Thi Minh ThuEFFECTIVE WAY TO MEASURE BRAND ATTITUDINAL EQUITYMASTER OF Luận văn thạc sĩ effective way to measure brand attitudinal equity ......................7UNIVERSITY OF ECONOMICS HO CHI MINH CITYInternational School of BusinessNguyen Thi Minh ThuEFFECTIVE WAY TO MEASURE BRAND ATTITUDINAL EQUITYMASTER OFGọi ngay
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