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Title: Factors Affecting Brand Identification: The Case of Green Skin Pomelo Product
Authors: Tran, Nha Ghi
Vu, Van Dong
Keywords: Brand Identity
Brand Identification
Issue Date: 2019
Publisher: International Journal of Innovative Science and Research Technology
Series/Report no.: Volume 4, Issue 6, June – 2019;pp. 80-82
Abstract: This study was conducted to assess factors affecting brand identification of green skin pomelo product. By quantitative research method, using Structural Equation Model (SEM), the study surveyed 200 customers who used green skin pomelo product. Research results show that there are 3 factors affecting brand identification of green skin pomelo: (1) Satisfaction (β = 0.24); (2) Prestige (β = 0.30; (3) Corporate communication (β = 0.10). The level of explanation of the factors on brand identification is 35.9%. Finally, the study proposed some limitations and future research directions.
ISSN: 2456-2165
Appears in Collections:Sau Đại học (Articles)

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