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https://dspace.ctu.edu.vn/jspui/handle/123456789/36945| Title: | The impact of brand positioning and knowledge on attitude towards brand and purchase intention: A study of organic rice in Ho Chi Minh City |
| Authors: | Hoang, Thi Phuong Thao Lu, Van Bao Long Nguyen, Le Thai Hoa |
| Keywords: | Organic rice Brand positioning Brand knowledge Attitude towards the brand Organic rice purchase intention |
| Issue Date: | 2020 |
| Series/Report no.: | Journal of Science HCM Open University;Vol. 10, No. 02 .- P.136-148 |
| Abstract: | The purpose of this study is to measure the effectiveness of factors of brand, including Brand Positioning, Brand Knowledge, Attitude towards Organic Rice Brand, and Organic Rice Purchase Intention. The survey was conducted with a sample of 224 consumers shopping at four organic rice shops in Ho Chi Minh City. |
| URI: | https://dspace.ctu.edu.vn/jspui/handle/123456789/36945 |
| ISSN: | 1859-3453 |
| Appears in Collections: | Khoa học Trường ĐH Mở Tp.HCM (Journal of Science HCM Open University) |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| _file_ Restricted Access | 3.87 MB | Adobe PDF | ||
| Your IP: 18.188.211.58 |
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