Examining the relationship between brand love and purchase intention: The case of sportswear in HCMC
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- Tác giả: Phạm Thùy Linh
- Thông tin XB: TP Hồ Chí Minh: Trường Đại học Ngoại thương, 2024
- Mô tả vật lý: 128 p.
- Tóm tắt: This thesis examines the relationship between brand love and purchase intention in the sportswear industry in Ho Chi Minh City. Using quantitative methods such as PLS-SEM and collecting data from 478 consumers, the research identifies key factors that influence brand love, including brand image, brand experience, and social self. The study finds that brand love significantly impacts word-of-mouth and purchase intention, with word-of-mouth serving as a mediator. Recommendations for sportswear brands ...
- Từ khóa: Brand Love; Purchase Intention; Word-of-Mouth; Sportswear Industry
- Chế độ xem
- 75
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