The factors influence brand image and purchase intention on Vietnamese cosmetic products
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APA-like:
Đỗ, Minh Ánh (2024). The factors influence brand image and purchase intention on Vietnamese cosmetic products. Research Report, ĐHQG Hà Nội. http://repository.vnu.edu.vn/handle/VNU_123/170699
Việt Nam (chuẩn TCVN 5453:1991):
Đỗ, Minh Ánh. The factors influence brand image and purchase intention on Vietnamese cosmetic products. Research Report, 2024. ĐHQG Hà Nội. Truy cập từ http://repository.vnu.edu.vn/handle/VNU_123/170699.
Tóm tắt
The aim of this theis is to investigate six factors of brand image, product quality, promotion, brand reputation, design and packaging, and recommendation and review. The thesis also investigates the impact of brand image on purchase intention of customer. Path analysis and regression analyses are performed to check the proposed hypotheses as well as the regression model by using data collected from customers live in Hanoi, Vietnam. The results show that product quality and trend and industry influence are significantly and positively related to brand image. Brand image has positive impact on purchase intention so brand image increase purchase intention of cosmetic staffs among the customers.