Research

Factors affecting brand loyalty of the tablet’s consumer

2017

Paper in the 4th International Conference on Finance and Economics in 2017 in Ho Chi Minh

Abstract: Building, maintaining and developing brand loyalty has been recognized as one of the key issues of marketing theory and practice if a company aspires to gain sustainable and long term competitive advantages and commercial performance. This study is conducted with the aim to investigate factors that influence brand loyalty toward the use of tablets. A survey of 433 tablet PC consumers has been used as the data collection instrument for this research. The results show that the important factors affecting brand loyalty is physical quality, staff behavior, ideal self- congruence and lifestyle congruence. Finally, managerial implications are provided based on the research findings. Then managers can apply some results to have the appropriate strategy for business short and long-term development.

References:

Brexendorf, T. O., Mühlmeier, S., Tomczak, T., & Eisend, M. (2010). The impact of sales encounters on brand loyalty. Journal of Business Research, 63(11), 1148–1155.

Caruana, A., & Ewing, M. (2010). How corporate reputation, quality, and value influence online loyalty. Journal of Business Research, 63, 1103–1110.

Frauke Mattison Thompson; Alex Newman; Martin Liu (2014), The moderating effect of individual level collectivist values on brand loyalty. Journal of Business Research, 67(11), 2437-2446

Lai, F., Griffin, M., & Babin, B. (2009). How quality, value, image and satisfaction create loyalty at a Chinese telecom. Journal of Business Research, 62, 980–986.

Li,G., Li, G.,&Kambele, Z. (2012). Luxury fashion brand consumers in China: Perceived value, fashion lifestyle, and willingness to pay. Journal of Business Research, 65, 1516–1522.

Liang, D., Ma, Z., & Qi, L. (2013). Service quality and customer switching behavior in China's mobile phone service sector. Journal of Business Research, 66(8), 1161–1167.

Mattison Thompson, Frauke, Newman, Alexander and Liu, Martin (2014). The moderating effect of individual level collectivist values on brand loyalty. Journal of Business Research, 67(11), pp. 2437-2446

The Effect of Electronic Word-of-Mouth on Brand Image, Perceived Value and Purchase Intention of the Smartphone’s Consumer

2016

Successful thesis

The paper in the 11th international days of statistics and economics in 2017 in Prague

Abstract: Electronic Word-of-mouth (eWOM) has been recognized as one of the most influential resources of information transmission. The purpose of this study is to investigate the effect of electronic word-of-mouth on brand image, perceived value and purchase intention of consumers to smartphone brands. Although the direct link between electronic word-of-mouth (eWOM) and purchase intention has been considered, few studies have examined the benefits of eWOM on brand image and perceived value in order to facilate this link. Therefore, the purpose of this study is to investigate the effect of eWOM on brand image and perceived value to enhance purchase intention from the view of social capital theory. Using a sample of 379 consumers from smartphone sector in Vietnam, the study identifies how brand image, perceived value are enhacing purchase intention by the effect of eWOM. The findings have implications for the use of eWOM to foster the relationship between brand image, perceived value, and purchase intention. Then managers can apply some results to have the appropriate strategy for business short and long-term development.

References:

Bambauer-Sachse, S. and Mangold, S. (2011). Brand equity dilution through negative online word-of-mouth communication. Journal of Retailing and Consumer Services, Vol. 18, pp. 38-45.

Kamtarin, M. (2012). The effect of Electronic Word of Mouth, Trust and Perceived Value on behavioral Intention from the Perspective of Consumers. International Journal of Academic Research in Economics and Management Sciences, Vol. 1, pp. 56-66.

ManouchehrAghababaei and Syed, M. J (2014). Effect of electronic word-of-mouth advertising on brand image, brand equity and purchase intention (case study: consumers of Samsung Electronics corporation). International Journal of Current Life Sciences, Vol. 4, pp.10823-10827.

Mohammad Reza Jalilvand and Neda S. (2012). The effect of electronic word of mouth on brand image and purchase intention An empirical study in the automobile industry in Iran. Marketing Intelligence and Planning, Vol. 30, pp. 460-476.

Sandes, F. S., and Urdan, A. T. (2013). Electronic Word-of-Mouth Impacts on Consumer Behavior: Exploratory and Experimental Studies. Journal of International Consumer Marketing, Vol. 25, pp.181–197.

Shukla, P. (2010). Impact of interpersonal influences, brand origin and brand image on luxury purchase intentions: measuring interfunctional interactions and a cross-national comparison. Journal of World Business, Vol. 46, pp. 242-52.

Wang, X. and Yang, Z. (2010). The effect of brand credibility on consumers' brand purchase intention in emerging economies: The moderating role of brand awareness and brand image. Journal of Global Marketing, Vol. 23, 177-188.

Link bài báo

Nâng cao hiệu quả hoạt động xúc tiến đầu tư trực tiếp nước ngoài trên địa bàn tỉnh Đồng Nai

2014

Được đăng trên tạp chí PHÁT TRIỂN & HỘI NHẬP Số 14 (24) - Tháng 01-02/2014

Link bài báo

Factors that affect the satisfaction of customers about health services at some hospitals in Ho Chi Minh City

---- October, 2010 - May, 2011

• The research aims: to identify factors affecting the satisfaction of customers about health services at other hospitals in Ho Chi Minh City, so that suggests some proposals to improve the quality of health services and improve the competitiveness between hospitals together.
• Conceptual Model and Theoretical Framework for Research: Research based on five dimensions of SERVQUAL scale (Parasuraman et al., 1988) for measuring service quality and were conducted in two steps: preliminary and formal research.
• Research Methodology: Formal research is done by quantitative methods and convenience sampling (181 samples)
• Result: three determinants of service quality contributing to customers’ satisfaction were identified in relatively important order are (1) service quality, (2) responsiveness of doctors- nurses, and (3) Administrative works of hospital.
• References
  • Andaleeb SS. (2001), Service quality perceptions and patient satisfaction: a study of hospitals in a developing country, Soc Sci Med, Vol. 52, p. 1359-70.
  • Andreassen, T. W. and Lindestad, B. (1998a), The effects of corporate image in the formation of customer loyalty, Journal of Service Marketing, 1, 82-92
  • Babakus, E. and Mangold, W.G. Adapting the SERVQUAL scale to hospital services: an empirical investigation_1992
  • Babakus, E. and Boller, G.W, An empirical assessment of the SERVQUAL scale, Journal of Business Research, Vol. 24, pp. 253-68_1992
  • Gagliano, K.B. and Hathcote, J, Customer expectations and perceptions of service quality in apparel retailing, Journal of Services Marketing, Vol. 8 No. 1, pp. 60-9_1994
  • Health Services Research, Vol. 26 No. 2, February, pp. 767-86

Brand value in higher education from student perspectives

----September, 2012 - June, 2013

Building a strong brand in the market is the goal of many organisations due to the fact that it provides a host of benefits. So universities have to implement strategies of branding to maintain and enhance their competitiveness. Furthermore, universities need to develop a competitive advantage based on a set of unique characteristics.

• The research aims:This research study aims to stimulate discussion on what the true meaning of branding and what the concept should facilitate or not. The objective of this study was to investigate the branding and brand equity of the university in Ho Chi Minh city through the acceptance of the brand amidits students.
• Conceptual Model and Theoretical Framework for Research: This study used scale components of brand equity and overall assessment brand equity based on the research of brand value of Aaker's (1991, 1996), Keller (1993). Brand awareness, brand loyalty, brand image, quality feelings and brand equity were selected as measures of investigating the branding and brand equity.
• Research Methodology: From 740 copies delivered to student studying in university in Ho Chi Minh, threads using multiple data analysis tools: descriptive statistics, Cronbach's Alpha with the help of SPSS for 18.0 software. confirmatory factor analysis (CFA), estimation and testing linear structural model (SEM) with the support of the SAS9.3 software.
• Result: As a result, the factor affect brand equity is brand loyalty, brand awareness and lecturer.
• References:
  • Aaker, D.A. (1996), Measuring brand equity across products and markets, California Management Review, Vol. 38 No.3, Spring, pp.102-120.
  • Binsardi, A. and Ekwulugo, F. (2003), International marketing of British education: research on the students’ perception and the UK market penetration, Marketing Intelligence & Planning, Vol. 21 No. 5, pp. 318-27.
  • Birkin, Michael (1994). Assessing Brand Value, in Brand Power
  • Dyson & ctg, (1996), Understanding, measuring, and using brand equity, Journal of Advertising Research, Vol. 36 No. 6, pp. 9-21.
  • Maha Mourad, Cristine Ennew & Wael Kortam (2010), Brand equity in higher education.
  • Dr. Goi Mei The, Prof. Dr. Aliah Hanim Mohd Salleh_ Universiti Kebangsaan (2010), Malaysia Impact of Brand Meaning on Brand Equity Of Higher Educational Institutions in Malaysia.
  • Tho D. Nguyen, Nigel J. Barrett, Kenneth E. Miller, (2011) Brand loyalty in emerging markets, Marketing Intelligence & Planning, Vol. 29 Iss: 3, pp.222 – 232.