Tài liệu miễn phí Marketing - Bán hàng
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The Factors Affecting the Brand Value of Private Universities in Ho Chi Minh City through Measurement of Students’ Perceptions: The Study at Ho Chi Minh City University of Technology (HUTECH)
This paper uses mixed research methods (qualitative and quantitative research). Data were then analyzed by measuring Cronbach's Alpha coefficient for reliability, analyzing EFA, and using PATH model to test experiment on the research model affecting HUTECH’s brand value. Additionally, this paper also proposes some implications for enhancing HUTECH’s brand value in the current context of competition among private universities.
4/3/2023 1:06:25 PM +00:00
Will I Stay or Will I Go? An Empirical Study of Students’ Intention to Persist
In particular, this paper examines the intention-to-persist implication of five major factors namely Academic integration, Social integration, Goal and Institutional commitment, Career outcome expectation, and Social and cultural capital. The paper went through two main stages; the preliminary study and the main study. The preliminary study employs qualitative method to adjust and supplement the adapted the existing measurement scales. The main study conducts a quantitative survey with 350 questionnaires distributed to students of five universities.
4/3/2023 1:06:17 PM +00:00
Urban Heritage Image Based on Destination Brand Personality: The Case of Danang City, Vietnam
This study applies the text-mining methodology, aims to explore how urban image formed with which destination brand personalities. Based on online reviews retrieved from TripAdvisor, 12 traits related to four dimensions of Danang brand personalities is explored. These dimensions are sincerity, excitement, competence, and sophistication. The results show that excitement and competence are dominant personalities of Danang urban heritage image with the coverages are 6.31% and 2.86%, respectively. Some implications for city image promotion and further research also are suggested.
4/3/2023 1:06:01 PM +00:00
Place Brand Positioning Based on Provincial Competitiveness Index: Implications for Danang City
This study uses multidimensional scale (MDS) and ALSCAL tool based on provincial competitiveness index to explore the differences among Vietnam localities. Then a perceptual map is formed to recognize the current locations of each province or city in investors’ mind. The findings show that two indices groups building differentiation of Danang include: 1st factor – entry cost and proactivity, 2nd factor – land access and time costs. Some implications are given for Danang in positioning the city brand image based on differentiation.
4/3/2023 1:05:54 PM +00:00
Factors Affecting the Satisfaction Levels of Visitors with Tourism Service Quality in Phu Quoc Island
The objective of this study is to propose some solutions to improve visitors’ satisfaction to Phu Quoc Island. The data of the study were collected from domestic and foreign tourists to the island. In the research, descriptive statistical methods, Cronbach Alpha reliability coefficient, factor analysis and regression analysis are used. The results show the positive points to be promoted and the negative points to be overcome then the researchers propose solutions to improve the satisfaction levels of visitors when experiencing tourist services in Phu Quoc in the future.
4/3/2023 1:05:47 PM +00:00
The Influence of Service Quality in Tourism on Tourist Satisfaction: The Case of Hanoi Old Quarters
This paper presents the results of an empirical study on the influence of tourism service on tourist satisfaction in the case of Hanoi Old Quarters. Statistical techniques have been applied to analyze the data collected from 200 international and domestic tourists had visited Hanoi Old Quarters. Analysis results indicate that Coretourism experience, Hospitality, Value for money, Amenities and Food have a significant impact on tourist satisfaction.
4/3/2023 1:05:38 PM +00:00
An Exploratory Study of the Perception of Co-creation Experience in the Tourism Industry: A Case Study in Danang City, Vietnam
The potential tourism products of the city developed from the advantage of natural resources such as sea, river, and mountain, which currently stressed on sea tourism only. Natural resources and location of Danang create the most robust capacity to develop co-creation tourism experiences. The results also reveal the lack in both development strategy and management from tourism destination management to co-creation tourism experiences of Danang city. The study also provides some future suggestion for Danang city tourism management.
4/3/2023 1:05:30 PM +00:00
Destination Marketing Network: A Case in Da Nang, Vietnam
A quantitative network analysis is conducted, using secondary data collected from news articles in Da Nang, Vietnam. The result identifies a network of inter-organizational relationship for marketing Da Nang tourism between a range of stakeholders including stakeholders from other sectors, other destinations, and countries. The findings also show a significant participation of tourism business sectors and less involvement of local residents in marketing activities as well as a less interaction between local residents and other stakeholders.
4/3/2023 1:05:23 PM +00:00
Research Model of The Impact of Brand Experience on Brand Equity - Application in Service Industry
In the practical context in Vietnam, the concept of brand experience has not been studied and applied widely. Therefore, it is necessary to propose a research model about the relationship between brand experience and brand equity in the service business field in Vietnam. The article covers the concept of brand experience, brand equity, theoretical model and the scale that explores the relationship between the brand experience and the brand equity.
4/3/2023 1:05:16 PM +00:00
Brand Experience: A New Approach to Attract and Satisfy Consumers in the Connected Age
This article explores the role of brand experience in marketing strategy vision in the Connected Age. The brand experience is considered as the most relevant approach in strategic marketing nowadays because of recent changes of markets and consumers. Therefore, the article focuses on describing market characteristics and consumers’ behaviours, and how these lead to the brand experience. Then, it shall define the brand experience as a new concept with specific attributes and components. Finally, some tactics to conduct the brand experience are recommended in order to attract and satisfy the consumers.
4/3/2023 1:05:09 PM +00:00
Factors Affecting Brand Love, Brand Loyalty and Word-of-Mouth: The Case of Honda Brand
The purpose of the study was to examine the impact of brand experience, brand image and brand trust on brand love, and the impact of brand love on brand loyalty and word of mouth. The primary data collection technique that is questionaire was used for the purpose of analyzing the data. It was distributed to 400 respondents from customer who using the product of motocycle brand. The data collected was analyzed through a Structural Equation Modeling – SEM. The findings of the study revealed that one statistically significant factor affecting brand love is brand experience, and brand love affecting brand loyalty and word of mouth. Factors that do not affect brand love includes brand image and brand trust.
4/3/2023 1:04:59 PM +00:00
Effects of Communication Crisis on Consumers’ Attitude: The Case of Vietjet Air with Bikini Images
The results have indicated that: (1) Communication crisis has negative relationship with consumer’s attitude, for example, consumers have strongly objected and boycotted Vietjet Air; (2) Crisis management has positively influenced consumer’s attitude; (3) Consumer’s attitude has a positive relationship with purchase intention; (4) communication crisis has many consequences namely “lose faith from consumer and community”, “decrease the firm’s competitiveness”, “lead to a boycott from the consumers”.
4/3/2023 1:04:51 PM +00:00
Measuring Consumer Brand Engagement by Using Big Data: The Case of Mobile Phone Brands in Vietnam
Consumer Brand Engagement (CBE) is getting great attention from the marketers because of its explanatory and predictive value. However, CBE measurement faces many obstacles, both theoretical and practical. This study, by using a big data mining tool, demonstrates the ability market measuring CBE as well as CBE's value in explaining and forecasting the real-time status of the market and competition such as market share, revenue, customer interest in Vietnam mobile phone market. The results confirmed the ability to use big data mining tools in Vietnam, especially for businesses that are limited size and resources.
4/3/2023 1:04:44 PM +00:00
An Evaluation on the Utilization of Website Marketing Activities in Danang Upscale Hotels
This study intends to gain the better understanding on current status quo of website marketing activities among enterprises in Danang hotel industry. An observation form was constructed based on the ICTR model proposed by Wang & Russo (2007) with four dimensions including Information, Communication, Transaction and Relationship, to examine all 47 4- & 5-star hotels in Danang. The findings indicated that these hotels mainly utilized their websites to providing information. The implications are then discussed.
4/3/2023 1:04:36 PM +00:00
Advanced Application Solutions to Mobile Marketing in Vietnam
This paper presents the theoretical background of mobile marketing and analyzes the potential and current status of mobile marketing in Vietnam in the period of 2005 - 2017. The analysis shows that Vietnam is a country with many potential opportunities for extensive mobile marketing applications.However, the application of mobile marketing has not matched the potential and there have been some certain limitations because ofusing simple tools, not having promoted effective tools of mobile marketingand therudimentary expression. Based on that, the article offers some recommendations to promote mobile marketing in Vietnam in the coming time.
4/3/2023 1:04:27 PM +00:00
Internet Service Provider Switching Intention: The Case of Hanoi Consumers
This research proposes Internet Service Provider Switching Intention of Hanoi consumers Model with three factors originating from present service provider and one from alternative service provider. The research makes use of both qualititative method and quantitative method. The research model is tested with the survey data of 260 Hanoi consumers. Results show that the model is suitable for research into Internet service provider switching intention of Hanoi consumers. This research also considered a suggestion for the scholars and businesses to broaden knowledge of stimulating customer’s relationship.
4/3/2023 1:04:11 PM +00:00
Cultural Tourism and City Branding in a Digital Era: A Search Pattern Analysis of Three Tourist Cities in Central Vietnam
This study investigates tourism searching patterns and keywords volume related to cultural information through search engines and social media. The research sites include tourism region in the middle of Vietnam which are Hue, Danang, and Hoi An. Successful examples of creative cities all over the world are reviewed for technological platform-based communication in three different levels: primary, secondary, and tertiary. The findings suggest implications for Danang city to use new technologies for city brand communication more effectively.
4/3/2023 1:03:54 PM +00:00
Application of Clickstream Analytics for Decision Support in Marketing – A Recommendation for Vietnamese Small and Medium-Sized Enterprises
New wave of technology in the connected age is fundamentally changing the way enterprises compete, operate, and do marketing. Today’s empowered customers and prospects generate voluminous and diverse data through activity across channels. Clickstream analytics, an inter-disciplinary field associated with big data and web mining, is a powerful tool to help enterprises gain the most insight into customer trends and behaviors from clickstream data. Due to its high potential for analyzing customer behavior, clickstream data analytics has received high attention by marketing researchers and practitioners alike.
4/3/2023 1:03:40 PM +00:00
Examining Factors Affecting Online Review Helpfulness in the Context of Vietnam: The Role of Review Characteristic
This paper explores a kind of electronic word-of-mouth (e-WOM), the online consumer review (OCR). It has increasingly become important sources of information that help consumers in their decision-making since flourished e-commerce. In the recent years, OCRs have become an important information source that allow consumers to search for detailed and reliable information by sharing past consumption experiences (Gretzel, 2011; Fesenmaier et al., 2008; Yoo & Gretzel, 2008). In a sense, E. Brynjolfsson et al. (2003) has found that 64% of the online shoppers spend 10 min or more reading reviews and 68% of the online shoppers read at least four product reviews before purchasing.
4/3/2023 1:03:20 PM +00:00
Research on Online Purchase Intention of Customers in Ho Chi Minh Based on TPB Theory
This research was carried out to analyze factors influencing the online purchase intention of customers in Ho Chi Minh City. Through the combination of qualitative research and quantitative research, the author conducted a survey of 226 customers who intended to engage in online purchase in Ho Chi Minh City. As can be seen from the research results, there were 5 groups of factors influencing the customers' online purchase intention, namely: (1) Perceived usefulness; (2) Perceived ease of use; (3) Perceived risk; (4) Subjective norm; and (5) Price expectation. This is an important basis for enterprises in Ho Chi Minh City to develop directions and strategies for the purpose of positively influencing on the customers' online purchase intention by applying the extended theory of planned behavior (abbreviated TPB).
4/3/2023 1:03:02 PM +00:00
Role of Perceived Risk in Determining Consumer Acceptance of Mobile Payment: An Empirical Study in Vietnam
This study aims to investigate the impacts of various factors on behavior intention and actual usage of mobile payment based on a risk-extended model of UTAUT2 as well as explore impacts of various individual risk aspects on the overall perceived risk toward mobile payment adoption. The research model was empirically examined utilizing 329 responses conducted from Vietnamese young people. The research results confirmed that performance expectancy, facilitating conditions, price value and habit altogether have direct effects on the intention to adopt mobile payment. To determine usage behavior of mobile payment, the behavior intention along with facilitating conditions and habit make impacts on the actual use.
4/3/2023 1:02:44 PM +00:00
The Influence of Risk Perception on Online Shopping Intention
By using quantitative method, the research used Cronbach’s Alpha, EFA (Exploratory Factor Analysis) and multiple linear regression analysis to examine the model and hypotheses. The results indicate that Information Security Risk has strongest impact on online shopping intention; respectively following are Delivery Risk, Time Risk, Psycological Risk, Vendor’s Fraud Risk and Product Performance Risk. Conclusions together with suggestions are offered to help organisations and enterprises enhancing their online business efficiency and prestige.
4/3/2023 1:02:24 PM +00:00
Internet Use Behavior of Consumers in Pre-purchase Stage of Online Shopping
The online shopping cannot be considered as an emerging trend because it has become a standard way of doing business. The focus of online retailers’ interest should be aimed at the customer behavior during purchasing process. The aim of this paper is to describe and analyze the use of Internet in the pre-purchase stage of customers in selected countries. We found that there is a significant negative correlation between development indicators of nations and the use of Internet in pre-purchase stage of shopping. Furthermore, there is a significant difference between European and Asian consumers using Internet during pre-purchase stage in several observed activities.
4/3/2023 1:02:03 PM +00:00
Consumers’ Attitudes towards Advertising on Facebook in Vietnam
This paper aims to analyze factors affecting consumers’ attitudes towards advertising on Facebook in Vietnam. Base on the literature review and previous research, we suggest a model which have five factors affecting consumers’ attitude. First, a qualitative research is examined with 10 people to adjust scales to match the Vietnam context. Second, a quantitative study is examined with the sample size n = 241. The study’s results provide evidences to confirm the factors: Perceived Interactivity; Advertising Avoidance; Privacy and Information that impact on Consumers’ attitudes toward advertising on Facebook, but Credibility factor does not impact on Consumers’ attitudes.
4/3/2023 1:01:46 PM +00:00
An Exploration of Gender Differences in the Use of Social Networking Sites and Recommendation for Online Advertising: The Case of Facebook
The purpose of this study is to explore individuals’ usage purposes of social networks sites (SNSs) with a focus on the possible differences between females and males. Online survey was used for data gathering through Facebook. Out of a total number of 265 respondents distributed and The Statistical Package for Social Scientists (SPSS 20.0 version) was used in data analysis. By One way ANOVA test, the study revealed that insignificant differences were found between genders in three of the purposes mentioned: maintaining existing relationships, using for career purposes, following specific agenda. In addition, the study disclosed that men and women are different in using Facebook to make new friends and join Facebook associations. Based on research results, the study suggests choosing gender variables in running Facebook Advertising.
4/3/2023 1:01:27 PM +00:00
The Reaction of Z Generation to Online Television Advertisement
Online advertisement or online television advertisement (TVC) are the most effective ways of communication. Researchers and marketers have turned their attention and resources into this channel, exploring the rules and reactions of those who accept advertising. The Z generation is a particularly important group of customers nowadays, representing the behavioral group and the unique qualities of people in the era of science and technology with many historic turning points. In fact, how did they react to TVC? There are some general studies about online advertising with consumers.
4/3/2023 1:01:08 PM +00:00
Blockchain Technology and Potential Applications in Online Advertising
Online advertising is also one of the areas affected by this technology. To broaden our understanding of blockchain technology based services and platforms, this article gives the potential applies of blockchain in online advertising. This article focuses on introducing and clarifying the theory of blockchain technology. In addition, this article gives the problems that online advertising is fcing now and how blockchain changes it by exploring the potential application of blockchain in online advertising.
4/3/2023 1:00:48 PM +00:00
Examining Online Marketing Influence on Vietnamese Young Travelers’ Purchase Decision
The results reveal positive influence of independent variables on dependent variable, the raising demand on travelling and mobile first trend of young consumer. To be more detailed, EWOM is the strongest factor while social network, here is Facebook, has weakest effect. Online advertising gives a moderate influence on young traveller consumption. As a result, company should spend more efforts on raising customer’s feedback, keeping good relationship and doing higher level of after sale services rather than simply promote their social network accounts.
4/3/2023 1:00:22 PM +00:00
Factors Affecting Online Purchase Intention on Facebook: The Role of Online Customer Experience
The aim of this research is to evaluate the impacts of perceived usefulness, perceived ease of use, past online shopping experience and trust on the customer online purchase intention. A total of 210 female office workers in Da Nang participated in this research. The findings revealed that past online purchase experience, trust and perceived ease of use were positively related to the customer online purchase intention, of which customer experience exerts the strongest effect.
4/3/2023 1:00:08 PM +00:00
Who are More Responding to Marketing on Social Media? A Motivation-based Segmentation of Facebook Users in Vietnam
This study (1) explores users’ motivations to use social media in Vietnam market, (2) identifies different user segments based on these motivations, and (3) examines relationships between the user segments and their responses to marketing activities on social media. Facebook is selected as the social media platform of choice due to its popularity. We conduct a survey on a sample of 429 young Facebook users in Vietnam. Findings show that the motives for Facebook use can be identified as helping, social connection, social creation, entertainment, working, information seeking, learning, and status seeking.
4/3/2023 12:59:53 PM +00:00