The Relationship Between Brand Anthropomorphism, Brand Love, and Brand Advocacy. Moderate Role of Self-brand Connection in Brand Distribution

Ngoc Dan Thanh NGUYEN(Ngoc Dan Thanh NGUYEN ),Thuy Anh TRINH(Thuy Anh TRINH ) 한국유통과학회 2023 유통과학연구 Vol.21 No.3

Purpose: The article focuses on studying the impact of brand anthropomorphism, and brand love, on brand advocacy, and at the same time the moderate role of brand self-connection in the process of customers’ perception of the brand, especially the brand distribution. The survey subjects are customers with millennial consumers in Ho Chi Minh City, who have the behavior of buying brands in the smart mobile device industry many times with a specific brand in terms of brand distribution. Results: The findings show that Brand anthropomorphism and brand love are crucial factors to impact brand advocacy and the role of self-brand connection also is a confirmed positive effect on the relationship between brand anthropomorphism and brand love. Research design, data, and methodology: The article uses quantitative research to test the model and research hypotheses. The way to collect quantitative data is to use questionnaires with 1531 samples in Ho Chi Minh City, Vietnam. Conclusion: The research results can help businesses build a long-term brand strategy and expect to get new rewards and value from customers. They can also add to the theory about the relationship between brands and customers.

Brand Anthropomorphism, Brand Reputation, and Consumer Engagement in the Distribution of Smartphone Brands

Ngoc Dan Thanh NGUYEN(Ngoc Dan Thanh NGUYEN ),Trong Phuc NGO(Trong Phuc NGO ),Ngoc Van MAI(Ngoc Van MAI ),Kim Ngan TRA(Kim Ngan TRA ),Tran Huy Hoang LE(Tran Huy Hoang LE ) 한국유통과학회 2023 유통과학연구 Vol.21 No.4

Purpose: This study aims to analyze the impact of Brand Anthropomorphism and Intimacy on Brand Engagement, and at the same time analyze the regulatory effect of Brand Reputation on the relationship between Brand Anthropomorphism and Intimacy and the relationship between Intimacy and Brand Engagement in terms of distribution brand. Results: The findings show that Brand Anthropomorphism, Intimacy, and Brand Reputation are important value factors in customers’ minds toward their behavior, and from there, they will contribute to creating positive emotions and interactions between consumers and brands. Research design, data, and methodology: This article used the quantitative technique utilizing PLS-SEM software to test the hypothesis with 1,060 samples. Collected data shows that consumers in Ho Chi Minh City have positive emotions and interactive and social behaviors toward smartphone brands. Conclusion: The study has demonstrated the conclusions and proposed solutions to help smartphone brands build Brand Anthropomorphism while enhancing Brand Reputation thereby achieving Intimacy, which leads to consumer Brand Engagement. In addition, this study complements the concept of Brand Anthropomorphism which is lacking in theoretical background and is the first study in Vietnam to explore the prefixes and suffixes of the concept of Brand Anthropomorphism and the regulatory role of Brand Reputation.

The Impact of Consumer Ethnocentrism on Purchase Intention: An Empirical Study from Vietnam

Thanh Ngoc Dan NGUYEN,Phuong Nhu DANG,Phu Hoang TRAN,Trang Thi Thuy NGUYEN 한국유통과학회 2022 The Journal of Asian Finance, Economics and Busine Vol.9 No.2

Ethnocentrism in users plays an important role in predicting user behavior when deciding between imported and domestic goods. The purpose of this study is to look into the influence of ethnocentrism in customer behavior on brand image, perceived value, perceived quality, brand trust, and brand buy intention. Vietnamese customers prefer homegrown brands. The moderate role of consumer ethnocentrism in the conceptual framework emphasizes the country origin of the product is the most important factor. It also demonstrates how the intention of Vietnamese consumers to buy domestic brands is substantially influenced. To test the hypothesis, this article used a quantitative technique utilizing PLS-SEM software. With 917 samples, the study used the quota sampling approach to collect data from students at 10 universities in Ho Chi Minh City. The data suggest that all players have a positive association and that consumer ethnocentrism has a moderate impact in the Vietnamese brand context. Following that, suggestions are made to help Vietnamese firms create and retain their brands in the face of severe competition from global brands in the domestic market. To increase consumer intent in purchasing behavior, the Vietnamese local company needs to establish a strong brand.

Systematic Review: The Relationship Between Brand Love and Brand Anthropomorphism In Distribution

Ngoc Dan Thanh NGUYEN, Trong Phuc NGO 한국유통과학회 2023 유통과학연구 Vol.21 No.5

Purpose: The purpose of this study is to consolidate research trends about the distribution of 'other customer perspective' on 'brand love' and 'brand anthropomorphism', as well as to identify prospective research topics and provide managers with suggestions. Design, data, and technique of research: The purpose of this article is to examine the distribution relationship between brand love and brand anthropomorphism using a systematic review and bibliographic mapping analysis (VOS viewer) using 23 documents from 2014 to 2023. Results: This will be a step in the correct path if brand managers can have a great interaction with their clients by using common anthropomorphism. Yet, a second challenge will be how to anthropomorphize the brand. Moreover, there is nothing simpler than discovering oneself in a brand when there are several pictures, life ethics, sentiments, and experiences that coincide. From a different perspective, the brand sometimes looks to be the ideal model for consumers to identify with, and even fall in love with since it makes them feel close to their significant other. Conclusion: The findings may help companies create a long-term brand strategy and anticipate additional consumer rewards and value. They may also enhance brand-customer theory.

Effect of adding non-ferromagnetic nanoparticles to grain boundary on coercivity of sintered Nd-Fe-B magnet

Thanh, Pham Thi,Van Duong, Nguyen,Yen, Nguyen Hai,Ngoc, Nguyen Huy,Lam, Nguyen Mau,Hau, Kieu Xuan,Yu, Seong Cho,Dan, Nguyen Huy ELSEVIER 2018 CURRENT APPLIED PHYSICS Vol.18 No.3

<P>In this work, we investigated the influence of additional compounds of Nd-Cu-Al, Dy-Nb-Al, Dy-Zr-Al and Nb-Cu-Al on coercivity of sintered Nd-Fe-B magnets. The additional nanoparticles with size in the range of 40-80 nm was mixed with the micrometer Nd-Fe-B powder before sintering process. The results show that the coercivity of the sintered Nd-Fe-B magnets can be improved by introducing additional nanoparticles to their grain boundaries. The improvement of the coercivity of the magnets is clearly dependent on composition and fraction of the additional compounds. While the Dy-Nb-Al, Dy-Zr-Al and Nb-Cu-Al compounds degrade the coercivity of the sintered Nd-Fe-B magnets, the Nd-Cu-Al nanoparticles considerably improve this quantity. The coercivity the sintered Nd16.5Fe77B6.5 magnets has been enhanced about 40% by adding 3 wt% of the Dy-free compound of Nd40Cu30Al30. (C) 2017 Elsevier B.V. All rights reserved.</P>

Distribution of Brand Love, Brand Coolness, Self-brand Connections and Word-of-mouth Toward the Retail Format of Starbuck in Ho Chi Minh City

NGUYEN Ngoc Dan Thanh,NGO Trong Phuc,MAI Ngoc Van,TRA Kim Ngan 한국유통과학회 2022 유통과학연구 Vol.20 No.7

Purpose: This study aims to analyze the effects of Brand Coolness, Brand Love, and Self-brand Connections on Word-of-mouth positively. The retail format of Starbuck in Vietnam is successful in distribution applied when it becomes the place for customers to express themselves. Consumers are now aware about Brand Coolness of the Starbucks developed in Vietnam then turn to love the brand of store and connect themselves to the brand. In this study, the closest relationship to form the basis for consumer Word-of-mouth about a brand is the relationship between Brand Coolness and Brand Love. Results: The findings show that Brand Coolness and Brand Love are important value factors in customers’ minds toward their behavior, form there, it will contribute to the brand store in distribution. Research design, data and methodology: This article used the quantitative technique utilizing PLS-SEM software to test the hypothesis with 600 samples. The data obtained shows that people have Word-of-mouth about the retail format of Starbucks in Ho Chi Minh City. Conclusion: The study has demonstrated the conclusions and proposed solutions to help beverage brands build Brand Love, thereby achieving coolness, connecting brands with themselves, leading to customer Word-of-mouth in a positive way towards retail format.

Effectiveness Analysis of Spin Motion in Reducing Dispersion of Sounding Rocket Flight due to Thrust Misalignment

Vu Dan Thanh Le,Anh Tuan Nguyen,Lac Hong Nguyen,Ngoc Thanh Dang,Ngoc Doan Tran,한재흥 한국항공우주학회 2021 International Journal of Aeronautical and Space Sc Vol.22 No.5

This paper explores the effectiveness of spin motion in mitigating the flight dispersion of a two-stage solid-propellant rocket model due to thrust misalignment. The aerodynamic coefficients of the rocket model are obtained by the use of a panel method and semi-empirical equations. A simulation program is developed to solve the equations of motion while considering the variations of the inertial parameters. Monte Carlo simulation techniques are applied to provide statistical data that are used to analyze the relationship between the spin motion and flight dispersion. The spin motion is generated by canting the fins to generate the axial aerodynamic moment. The results show that thrust misalignment at the first stage of the rocket has a great impact on the dispersion of rocket flight. By canting the first-stage fins at a relatively large angle to create the spin motion right after launch, the dispersion area of the payload-release location can be minimized considerably. However, thrust misalignment as well as the fin cant angle at the second stage appear to have insignificant effects on the rocket flight trajectory. On the other hand, canting the fins of the second stage at a large angle may lead to an increase in the spin rate, which may be harmful to the rocket operation. The paper also shows the variation of the dispersion characteristics of rocket flight when the fin size is modified.

Effect of adding non-ferromagnetic nanoparticles to grain boundary on coercivity of sintered Nd-Fe-B magnet

Pham Thi Thanh,Nguyen Van Duong,Nguyen Hai Yen,Nguyen Huy Ngoc,Nguyen Mau Lam,Kieu Xuan Hau,유성조,Nguyen Huy Dan 한국물리학회 2018 Current Applied Physics Vol.18 No.3

In this work, we investigated the influence of additional compounds of Nd-Cu-Al, Dy-Nb-Al, Dy-Zr-Al and Nb-Cu-Al on coercivity of sintered Nd-Fe-B magnets. The additional nanoparticles with size in the range of 40e80 nmwas mixed with the micrometer Nd-Fe-B powder before sintering process. The results show that the coercivity of the sintered Nd-Fe-B magnets can be improved by introducing additional nanoparticles to their grain boundaries. The improvement of the coercivity of the magnets is clearly dependent on composition and fraction of the additional compounds. While the Dy-Nb-Al, Dy-Zr-Al and Nb-Cu-Al compounds degrade the coercivity of the sintered Nd-Fe-B magnets, the Nd-Cu-Al nanoparticles considerably improve this quantity. The coercivity the sintered Nd16.5Fe77B6.5 magnets has been enhanced about 40% by adding 3 wt% of the Dy-free compound of Nd40Cu30Al30.

Emotional Intelligence and Project Success: The Roles of Transformational Leadership and Organizational Commitment

DOAN, Thuy Thanh Thi,NGUYEN, Linh Cam Tran,NGUYEN, Thanh Dan Ngoc Korea Distribution Science Association 2020 The Journal of Asian Finance, Economics and Busine Vol.7 No.3

The paper aims to examine the relationship of emotional intelligence on the project success, the causal relationship between emotional intelligence and project success, and also investigate the influence of emotional intelligence and the mediating role of transformational leadership as well as the moderating effect of organization commitment on the relationship between emotional intelligence and project success. Cross sessional research is applied to collect the data in this study. By applying quantitative research and survey question, the study collects 325 respondents who are the project managers. Snow-ball sampling method is used to distribute the questionnaires by face to face survey (68% of respondents) and online survey (32% of respondents). The collected data is analyzing by applying partial least square (PLS-SEM) via software SmartPLS 3.0.The result shows that the emotional intelligence and the transformational leadership making the project even more successful as the mediation actor. Furthermore, the project commitment also has the moderator effect between transformational leadership and project success. With the result of study, project managers should be aware of the importance of emotional intelligence and their commitment to the ability to manage projects successfully. A successful project is a combination of many actors, the most critical actor is the leader of the project.