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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.
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.
NGO, Chi Thanh,NGUYEN, Thi Ngoc Mai,NGUYEN, Duy Dat,LE, Hoang Ba Huyen,LE, Van Cuong,LE, Thi Binh Korea Distribution Science Association 2020 The Journal of Asian Finance, Economics and Busine Vol.7 No.9
The study aims to investigate factors affecting enterprise's satisfaction and loyalty toward the Social Security's online public services, looking at the case of Thanh Hoa province, Vietnam. This study employs samples with 216 enterprises that use online public system of Thanh Hoa province's Social Security. The research model is closely linked to the SERVQUAL model developed by Parasuraman, Zeithaml and Berry (1988). We propose 23 scales that constitute the quality of service, three scales that constitute Customer Satisfaction and three components that constitute Customer Loyalty. This study use the tool of Exploratory Factor Analysis (EFA), Cronbach's Alpha test, Confirm Factor Analysis (CFA) and Structural Equation Modeling (SEM) in order to address the question of satisfaction and loyalty. The result shows that the factor with the most impact is Reliability, next is Capacity of staffs, Tangibles, Attitude of staffs, and the least impacting factor is Empathy; moreover, the results also show that Satisfaction has a strong impact on Customer Loyalty. The findings of this study suggest that Thanh Hoa province's Social Security should: (i) strengthen the reliability of online service system; (ii) build capacity for staffs; (iii) develop the responsiveness of electronic transactions systems; and (iv) improve the empathy of staffs.
Thanh Ngoc Nguyen,전태현 사단법인 한국위성정보통신학회 2017 한국위성정보통신학회논문지 Vol.12 No.4
In an effort to compensate the rising of the data throughput demand nowadays, there have been many research works to optimize the radio resource and increase the capacity of the network. At the present, small cell network, mmWave band and beamforming technology are leading the trend and becoming the core solutions of the fifth generation (5G) cellular networks. Since the propagation characteristics of radio wave in the mmWave band is quite different from the conventional bands, the communication systems which work in these bands have to be redesigned. In this paper, a 3D simulation model is discussed for cellular network at 60 GHz in outdoor environments. Coverage analysis and system performance is carried out for a small cell system in the typical urban environment including street canyon simulation scenario. In addition, the beamforming technique is considered to evaluate the throughput improvement. Simulation results show that the mmWave small cell systems is expected to be one of the major candidate technologies to satisfy the requirements of 5G in terms of data rate. In an effort to compensate the rising of the data throughput demand nowadays, there have been many research works to optimize the radio resource and increase the capacity of the network. At the present, small cell network, mmWave band and beamforming technology are leading the trend and becoming the core solutions of the fifth generation (5G) cellular networks.
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.