Product attributes and preference for foreign brands among Vietnamese consumers
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DOI: 10.1016/j.jretconser.2016.12.001
Abstract: This research attempted to investigate important product attributes in purchasing fashion goods and the influence of these attributes on preferences for American fashion brands versus local fashion brands, by Vietnamese consumers. A web-based survey was… read more here.
Keywords: product attributes; fashion brands; local fashion; vietnamese consumers ... See more keywords
The role of perceived values in explaining Vietnamese consumers’ attitude and intention to adopt mobile commerce
Sign Up to like & getrecommendations! Published in 2018 at "Asia Pacific Journal of Marketing and Logistics"
DOI: 10.1108/apjml-11-2017-0301
Abstract: Purpose The purpose of this paper is to discuss and test the direct and indirect effects of utilitarian, hedonic and social values integrated into the theory of planned behaviour (TPB) to achieve a deeper understanding… read more here.
Keywords: perceived values; adopt mobile; intention adopt; vietnamese consumers ... See more keywords