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Minh Sang VO(Minh Sang VO ),Minh Quoc PHAM(Minh Quoc PHAM ),Thuy Bao Thu LE(Thuy Bao Thu LE ),Le Kim Ngan NGUYEN(Le Kim Ngan NGUYEN ),Xuan Tung DAO(Xuan Tung DAO ),Huynh To Nhi PHAM(Huynh To Nhi PHAM 한국유통과학회 2023 The Journal of Asian Finance, Economics and Busine Vol.10 No.2
The study aims to evaluate the impact of corporate social responsibility on customers’ repurchase intention in Vietnam’s fast-moving consumer goods (FMCG) industry. This study employs primary data surveyed from 417 Vietnamese consumers, and the sample is selected based on the willingness to participate in providing information. The results show corporate social responsibility’s positive impact on repurchase intention in the FMCG industry in the Vietnam market. There are three components of corporate social responsibility, including ethical responsibility, legal responsibility, and economic responsibility have a positive impact on repurchase intention. The economic responsibility component has the greatest effect on repurchase intention. There is not enough statistical basis for the philanthropic responsibility component of corporate social responsibility to recognize its impact on repurchase intention. The findings of this study suggest that companies dealing in the FMCG industry in Vietnam need to invest more in further developing their corporate social responsibility, it not only helps to improve their customer loyalty to businesses but also contributes to promoting the country’s economic and social development in a better and more sustainable direction.
VO, Minh Sang,NGUYEN, Trung Hau,THACH, Thao Vy,TRAN, Doan Vy,HOANG, Nguyen Huong Giang,PHAM, Ngoc Phuong Trang Korea Distribution Science Association 2022 The Journal of Asian Finance, Economics and Busine Vol.9 No.7
Maintaining and expanding brand equity is regarded as an essential component of brand development. Effective management of brand equity leads to more opportunities for brand extension and the ability to draw in more customers. Brand equity, in particular, has a positive impact on consumer purchase intention. The purpose of this study is to look into the relationships between brand equity and consumption intention from the perspective of Vietnamese customers of India's COVID-19 vaccine products. Primary data is aggregated from 475 Vietnamese citizens with different occupations and backgrounds 18 years of age or older. The findings of the study show that consumption intention is positively inspired by brand equity, including brand association and brand quality. If consumers perceive high brand equity, it will have a higher impact on promoting consumption intention to the brand. India's COVID-19 vaccine needs to invest more in building brand equity in the Vietnamese market if it wants to increase the consumption choices of Vietnamese people. To create a good brand association and brand quality for India's COVID-19 vaccine, it is necessary to focus on communicating the good properties of the Indian-made vaccine such as safe, high protective effect, high immunity and protection, and long duration of immunity of vaccines.
Minh Sang VO,Mai Tran NGUYEN,Tuong Vi LE,Gia Bao NGUYEN,My Duyen HO,Thi Phuong Thao PHAM 한국유통과학회 2022 The Journal of Asian Finance, Economics and Busine Vol.9 No.5
Purpose: The is study aimed to examine the impact of consumer ethnocentrism on reasoned action and brand equity on Generation Z in Vietnam. Research design, data and methodology: A quantitative study was undertaken on 302 Generation Z members. The data for the study was collected using a Google Form-based questionnaire from December 2021 to January 2022. Descriptive statistics, Cronbach’s alpha, and structural equation modeling were among the data analysis techniques employed. The results: The results show that consumer ethnocentrism has a direct positive impact on reasoned action (subjective norms and attitude toward domestic goods) as well as an indirect positive impact on brand equity, including brand awareness, brand quality, and brand image. Major findings: According to the findings of this study, governments should continue to push propaganda and advocacy programs, call for national pride and encourage home consumers to support and use domestic goods. Domestic brands must strengthen their ties to the community and invest in community-oriented programs that promote domestic consumption. Vietnam’s domestic fashion brands need to promote the exploitation of community-oriented and nationalistic content to call on domestic consumers to support them to consume domestic brands.
The Effect of the Country of Origin on Brand Trust: A Case Study for COVID-19 Vaccines in Vietnam
Minh Sang VO,Trung Hau NGUYEN,Thao Vy THACH,Doan Vy TRAN,Nguyen Huong Giang HOANG,Ngoc Phuong Trang PHAM 한국유통과학회 2022 The Journal of Asian Finance, Economics and Busine Vol.9 No.4
Many factors influence brand trust, including manufacturer prestige, product value and quality, country of origin, media marketing, experience, and brand relationship. The purpose of this study is to assess the impact of the nation of origin on brand trust, using Vietnam as a case study for India’s COVID-19 vaccine. A total of 407 Vietnamese people aged 18 and up participated in the survey. The findings of the study show that the nation of origin has a significant impact on brand trust. Specifically, the perceived country image has a negative effect on brand trust, the other two components of the country of origin are perceived value and perceived quality of product have a positive impact on brand trust in India’s COVID-19 vaccine. Research results show that if the perceived country image of the country of production is perceived negatively, then there will be a negative impact on brand trust. According to research findings, people in Vietnam who are 30 years old or older, have steady occupations, know about India, have used Indian products in the past, and have strong brand trust in India’s COVID-19 vaccinations. India needs to boost its country’s image and develop communication to increase brand trust in Vietnam.
Minh Sang VO,Dung Quoc Vu HUYNH,Giang Huong NGUYEN,Giang Ha Nguyen DANG,Duong Dai HUYNH,Bao Quang LE,Nhut Minh DANG 한국유통과학회 2022 유통과학연구 Vol.20 No.5
Purpose: This paper evaluates which characteristics of marketing communication content distributed on social networks impact electronic word-of-mouth (e-WOM). Research design, data, and methodology: Quantitative research was carried out on 637 Vietnamese people aged from 18, who were exposed to marketing communication programs of fashion brands. Preliminary data were analyzed by the reliability of the scale, multivariate regression analysis, and analysis of variance. Results: The research findings have identified the four characteristics of social media content that positively impact e-WOM, including entertainment, interaction, trendiness, and customization. Participants aged 30 and under have a higher appreciation for media content and e-WOM than those from 31 and over. Conclusion: To promote e-WOM, marketing communication content distributed on social networks should focus on the following characteristics: (1) The entertainment of marketing communication content should involve positive emotions, fun, and enjoyment; (2) With interactive content, focus should be placed on discussion and exchange content, content that encourages sharing, and two-way interactive content; (3) For trending marketing communication content, marketers consider communicating brand-related latest information, up-to-date information, and hot discussion topics; and (4) When creating customized content, brands should be interesting, customized (information, product, price), and unique.
Minh Sang VO,Ngoc Phu TRAN,Thi Kieu Thu NGUYEN,Thi Cam Tien HUYNH,Thi Kim Loi NGUYEN,Le Phuong Nghi THACH,Gia Nhu THAI,Thi Thanh Sang TRAN 한국유통과학회 2022 The Journal of Asian Finance, Economics and Busine Vol.9 No.4
This study intends to analyze the impact of the country of origin on the intention to ingest COVID-19 vaccinations by measuring Vietnamese people’s perceptions of India in the manufacture of COVID-19 vaccines. The research is done using a quantitative method, and primary data was obtained using a conventional manner based on the willingness of the research respondents, who are Vietnamese persons aged 18 and up, to contribute information. The findings revealed that perceived brand association and perceived brand quality directly positively impact the COVID-19 vaccine’s consumption intention and willingness. Meanwhile, while the perceived country image component has no direct effect on consumption intention, it does have a positive indirect effect on consumption intention through perceived brand linkage and perceived brand quality. The findings also emphasize the importance and significance of a country’s image in brand association and quality perception. The study’s findings imply that to increase consumers’ willingness to buy India’s COVID-19 vaccination, the country should develop communication initiatives to improve consumer perceptions of the country’s image, the perceived value of the brand association, and brand quality.
( Duc Trong Quach ),( Ngoi Huu Dao ),( Minh Cao Dinh ),( Chung Huu Nguyen ),( Linh Xuan Ho ),( Nha Doan Thi Nguyen ),( Quang Dinh Le ),( Cong Minh Hong Vo ),( Sang Kim Le ),( Toru Hiyama ) 대한간학회 2016 Gut and Liver Vol.10 No.3
Background/Aims: To compare the performance of a modified Glasgow Blatchford score (mGBS) to the Glasgow Blatchford score (GBS) and the pre-endoscopic Rockall score (RS) in predicting clinical interventions in Vietnamese patients with acute nonvariceal upper gastrointestinal bleeding (ANVUGIB). Methods: A prospective multicenter cohort study was conducted in five tertiary hospitals from May 2013 to February 2014. The mGBS, GBS, and pre-endoscopic RS scores were prospectively calculated for all patients. The accuracy of mGBS was compared with that of GBS and preendoscopic RS using area under the receiver operating characteristic curve (AUC). Clinical interventions were defined as blood transfusions, endoscopic or radiological intervention, or surgery. Results: There were 395 patients including 128 (32.4%) needing endoscopic treatment, 117 (29.6%) requiring blood transfusion and two (0.5%) needing surgery. In predicting the need for clinical intervention, the mGBS (AUC, 0.707) performed as well as the GBS (AUC, 0.708; p=0.87) and outperformed the pre-endoscopic RS (AUC, 0.594; p<0.001). However, none of these scores effectively excluded the need for endoscopic intervention at a threshold of 0. Conclusions: mGBS performed as well as GBS and better than pre-endoscopic RS for predicting clinical interventions in Vietnamese patients with ANVUGIB. (Gut Liver 2016;10:375- 381)