Luận văn thạc sĩ exploring the factors affecting laptop consumers brand loyalty in hochiminh city , luận văn thạc sĩ
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Luận văn thạc sĩ exploring the factors affecting laptop consumers brand loyalty in hochiminh city , luận văn thạc sĩ
MINISTRY OF EDUCATION AND TRAININGUNIVERSITY OF ECONOMICS HOCHIMINH CITYNGUYÊN THỊ HÒNG NGUYỆTEXPLORING THE FACTORS AFFECTINGLAPTOP CONSUMER’S BRAND L Luận văn thạc sĩ exploring the factors affecting laptop consumers brand loyalty in hochiminh city , luận văn thạc sĩ LOYALTYIN HOCHIMINH CITYMajor:Business AdministrationMajor Code:60.34.05ECONOMICS MASTER THESISSupervisor: Dr. Nguyen Thi Mai TrangHOCHIMINH CITY - 2010ACKNOWLEDGEMENTSThe study about “Exploring the factors affecting Laptop consumer's Brand Loyalty in I Io Chi Minh City” was not going to be complete Luận văn thạc sĩ exploring the factors affecting laptop consumers brand loyalty in hochiminh city , luận văn thạc sĩ d without the assistance and support from different relevant sources.First of all. 1 would like to express my whole-hearted appreciation to my superviLuận văn thạc sĩ exploring the factors affecting laptop consumers brand loyalty in hochiminh city , luận văn thạc sĩ
sor, Dr. Nguyen Till Mai Trang, who has provided me with her strict comments and invaluable advices during the process of my study.Besides, my specialMINISTRY OF EDUCATION AND TRAININGUNIVERSITY OF ECONOMICS HOCHIMINH CITYNGUYÊN THỊ HÒNG NGUYỆTEXPLORING THE FACTORS AFFECTINGLAPTOP CONSUMER’S BRAND L Luận văn thạc sĩ exploring the factors affecting laptop consumers brand loyalty in hochiminh city , luận văn thạc sĩ 111 order to then conduct this dissertation would not have been brought to life.Profound gratitude was also extended to my cousin. Ms. Nguyen Thi Bich Duycn, w ho has assisted me in the process of data collection and to my close friend, Ms. Do Thuy, who has guided me to the usage of SPSS software.An Luận văn thạc sĩ exploring the factors affecting laptop consumers brand loyalty in hochiminh city , luận văn thạc sĩ honorable mention goes to my dear husband, Mr. I.y Son. This study is the result of his encouragement, help and love.Finally, 1 would like to send siLuận văn thạc sĩ exploring the factors affecting laptop consumers brand loyalty in hochiminh city , luận văn thạc sĩ
ncere thanks to my friends for their great contributions and motivation to the accomplishment of my dissertation.ABSTRACTThis study investigated and rMINISTRY OF EDUCATION AND TRAININGUNIVERSITY OF ECONOMICS HOCHIMINH CITYNGUYÊN THỊ HÒNG NGUYỆTEXPLORING THE FACTORS AFFECTINGLAPTOP CONSUMER’S BRAND L Luận văn thạc sĩ exploring the factors affecting laptop consumers brand loyalty in hochiminh city , luận văn thạc sĩ Self-expressive value. Distinctiveness, Perceived Quality. Perceived Price.rhe framework of in-depth - interview in form of the qualitative research based on the items of the previous research to discover new observed variables. 1 hen, the researcher would modify available observed variables of the Luận văn thạc sĩ exploring the factors affecting laptop consumers brand loyalty in hochiminh city , luận văn thạc sĩ previous researches in order to meet with laptop category and I Io Chi Minh market. The 300 respondents in the quantitative research who were from thLuận văn thạc sĩ exploring the factors affecting laptop consumers brand loyalty in hochiminh city , luận văn thạc sĩ
e universities in Ho ('hi Minh city were used to test reliability (Cronbach Alpha). Correlation (Exploring Factor Analysis) and lest Multiple RegressiMINISTRY OF EDUCATION AND TRAININGUNIVERSITY OF ECONOMICS HOCHIMINH CITYNGUYÊN THỊ HÒNG NGUYỆTEXPLORING THE FACTORS AFFECTINGLAPTOP CONSUMER’S BRAND L Luận văn thạc sĩ exploring the factors affecting laptop consumers brand loyalty in hochiminh city , luận văn thạc sĩ !5). Besides, all of four factors have influenced on brand loyally. I he different affected levels of the factors as well as the implications of the study were also represented in this paper.1CONTENTSCHAPTER 1: INTRODUCTION1.1Research background...................................................11.2 Luận văn thạc sĩ exploring the factors affecting laptop consumers brand loyalty in hochiminh city , luận văn thạc sĩ Problem definition...................................................21.3Research questions and objectives....................................21.4LimiLuận văn thạc sĩ exploring the factors affecting laptop consumers brand loyalty in hochiminh city , luận văn thạc sĩ
tations and research methodology.................................31.5Research implications................................................31.6Thesis sMINISTRY OF EDUCATION AND TRAININGUNIVERSITY OF ECONOMICS HOCHIMINH CITYNGUYÊN THỊ HÒNG NGUYỆTEXPLORING THE FACTORS AFFECTINGLAPTOP CONSUMER’S BRAND L Luận văn thạc sĩ exploring the factors affecting laptop consumers brand loyalty in hochiminh city , luận văn thạc sĩ ............52.2Brand loyalty........................................................72.2.1Consumer’s loyalty and brand equity...............................7 Luận văn thạc sĩ exploring the factors affecting laptop consumers brand loyalty in hochiminh city , luận văn thạc sĩ MINISTRY OF EDUCATION AND TRAININGUNIVERSITY OF ECONOMICS HOCHIMINH CITYNGUYÊN THỊ HÒNG NGUYỆTEXPLORING THE FACTORS AFFECTINGLAPTOP CONSUMER’S BRAND LGọi ngay
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