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https://dspace.ctu.edu.vn/jspui/handle/123456789/36898
Toàn bộ biểu ghi siêu dữ liệu
Trường DC | Giá trị | Ngôn ngữ |
---|---|---|
dc.contributor.author | Tran, Tien Khoa | - |
dc.contributor.author | Nguyen, Van Phuong | - |
dc.contributor.author | Trinh, Vu Anh Thi | - |
dc.contributor.author | Nguyen, Thi Minh Nguyet | - |
dc.contributor.author | Tran, Van Dien | - |
dc.contributor.author | Do, Thi Sa Huynh | - |
dc.date.accessioned | 2020-10-14T00:37:21Z | - |
dc.date.available | 2020-10-14T00:37:21Z | - |
dc.date.issued | 2020 | - |
dc.identifier.issn | 1859-3453 | - |
dc.identifier.uri | https://dspace.ctu.edu.vn/jspui/handle/123456789/36898 | - |
dc.description.abstract | This thesis study wants to implement a model test for better understandings of brand equity and consumer responses toward Cho Gao Dragon Fruit brand. With the rapid growth of agriculture, including domestic consumption and export of the dragon fruits, it is crucial to differentiate the Cho Gao Dragon Fruits to othercompetitors in both domestic and foreign markets. Using Structural equation modeling (SEM) to analyze the data of 274 questionnaires to investigate the effects of brand equity and its dimensions on consumer responses. The results show that brand equity dimensions such as brand awareness, brand association, perceived quality are interrelated and those dimensions have a direct and significant effect on brand equity, except brand awareness. | vi_VN |
dc.language.iso | en | vi_VN |
dc.relation.ispartofseries | Journal of Science HCM Open University;Vol. 10, No. 02 .- P.18-36 | - |
dc.subject | Brand equity dimensions | vi_VN |
dc.subject | Overall brand equity | vi_VN |
dc.subject | Purchase intention | vi_VN |
dc.subject | Word of mouth | vi_VN |
dc.title | The influence of brand equity on consumer responses toward Cho Gao dragon fruits brand | vi_VN |
dc.type | Article | vi_VN |
Bộ sưu tập: | Khoa học Trường ĐH Mở Tp.HCM (Journal of Science HCM Open University) |
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Tập tin | Mô tả | Kích thước | Định dạng | |
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_file_ Giới hạn truy cập | 5.16 MB | Adobe PDF | ||
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