Thông tin tài liệu
MINISTRYOFEDUCATIONANDTRAINING THESTATEBANKOF VIETNAM BANKINGUNIVERSITY OFHO CHI MINHCITY NGUYENDANHKIET THE EFFECT OF MARKETING COMMUNICATIONSMIXONTHE COFFEEHOUSE BRANDEQUITY GRADUATE THESIS OUTLINEMAJOR:BUSSINESSADMINIST RATION CODE: SUPERVISOR DR.TRAN DUCTHUC HOCHI MINH,2022 1|Page MINISTRYOFEDUCATIONANDTRAINING THESTATEBANKOFVIETNAM HOCHIMINH UNIVERSITY OFBANKING NGUYENDANHKIET THE EFFECT OF MARKETING COMMUNICATIONSMIXONTHECOFFEEHOUSE’sB RANDEQUITY GRADUATETHESISOUTLINE MAJOR:BUSSINESSADMINISTRATIONC ODE: SUPERVISOR DR.TRAN DUCTHUC HOCHI MINH,2022 2|Page APPROVEDBY:Committee APPROVEDBY:Advisor Dr.TranDucThuc;PH.D THESIS COMMITTEE 3|Page DECLARATION I declare that this thesis has been composed solely by myself and that it has notbeen submitted, in whole or in part, in any previous application for a degree.E x c e p t where states otherwiseby reference or acknowledgment, the workp r e s e n t e d i s e n t i r e l y my own The thesis has done under the guidance ofD R TRAN DUC THUC at the H o ChiMinhUniversityofBanking,VietNam Thesis’sAuthor NguyenDanhKiet ACKNOWLEDGE This thesis is the author’s work, the research results are honest, in which nopreviously published content or content is done by others except for cited quotes inthethesis.Duringmythesistime,Igotloadsofbackingsandsupportivegesturesfrom numerous people This thesis would not have been accomplished without thatvaluableinput,support,counsel,andadvice First and foremost, I would like to express my deepest acknowledge to myadvisor–DR.TRANTHUCDUC–lectureratHoChiMinhUniversityo f Banking– forhisbelievableandunreservedhelp,valuableadvice,andrecommendation.Thank forhis effort andwide knowledgetomakemy topicpossible, his suggestions, direction, and advices are always highly appreciated andgreatlycontributingtothesuccessofthisthesis I would also like to express my sincere appreciation to the professors andlecturersfortheirguidanceduringmyacademicyearsattheHoChiMinhUniversity of Banking The knowledge and skills that I have learned, have assistedmeinthecompletionofthisthesis Last but not least, honestly the most supported ones are my family Wordsfail to express my thankfulness to my parents for their endless love To all theabove and so many more, I just simply want to say again “Thank you for all yourencouragement, support, and love” ABSTRACT Purpose– The thesis between components of the marketing communications mix,sucha s b r a n d i d e n t i f i c a t i o n , b r a n d i m a g e , b r a n d l o v e , a n d b r a n d l o y a l t y , a re investigated in this study The study focuses on attitudes toward advertisements, monetaryandnon-monetaryadvertisingaspartsofthemarketingcommunicationsmix Design/methodology/approach–Basedonacross-section,online,self-administered survey, proposed relationships are examined with 415 before the coffeeHouseconsumers Findings–Attitudestowardadvertisements,monetaryadvertising,andnonmonetaryadvertising,.a l l playimportantroles inmarketingcommunicationsmix Keywords- Advertising, Sales promotions, identification,Brandlove,Brandloyalty,Coffeeshopindustry Brand image, Brand TABLEOFCONTENTS LISTOFFIGURE CHAPTER1:OVERVIEWOFTHESIS 11 1.1 Thenecessityof the topic 11 1.2 Objectiveand questions 12 1.3 Researchsubjects andscope 12 1.4 Researchmethods 13 1.5 Researchsignificance 13 1.6 Thesisstructure .13 CHAPTER2: LITERATUREREVIEW 16 2.1 Priorliterature 16 2.1.1 MarketingcommunicationsProcess 16 2.1.2 Marketingcommunications mixtools 18 2.2 Three componentsofthe communicationmix 19 2.2.1 AttitudetowardAdvertisement 19 2.2.2 Non-Monetarymarketing 20 2.2.3 Monetarymarketing 20 2.3 Theelementof brandequity .21 2.3.1 Brand Identification .21 2.3.2 Brand Image 22 2.3.3 Brand Love 23 2.3.4 Brand Loyalty 24 2.4 Previousempirical thesis 25 2.5 Hypothesesmodel 28 CHAPTER3:THEREASEARCH METHODOLOGY 30 3.1 Researchprocess .30 3.2 Researchmethods 30 3.3 Sampledescription 31 3.4 Surveydesign 32 3.4.1 Scaleapplied inthesurvey .32 3.4.2 Thequestionnairedesigns 32 3.5 Thereliabilityofthescale 33 3.5.1 EFA-Exploratoryfactor analysis .34 3.5.2 CONFIRMINGFACTORANALYSIS(CFA) 34 3.5.3 SEMLINEARSTRUCTUREMODEL 36 CHAPTER4:DATAANALYSIS 38 4.1 Descriptivestatistic 38 4.2 DATAANALYSISRESULTS 40 4.2.1 Testingthe scale byCronbach'sAlphareliabilitycoefficient 40 4.2.2 Theresultsofexploratoryfactor analysisEFA 42 4.2.3 ConfirmatoryfactoranalysisCFA 44 4.2.4 Unidirectionaland datafitTESt .45 4.2.5 CHECKING THE VALUE OF CONFIGURATION OF THE COVERAGE454.2.6 Evaluatethereliabilityof the scale 47 4.2.7 Check the discriminant validityof thescale 49 4.2.8 SEMlinearstructuralmodeltesting 50 4.2.9 Checktherelationshipbetweenthefactorsinthe model 51 4.2.10 TestingtheoreticalmodelestimationusingBootstrap 53 4.3 ConclusionofStatisticalHypothesis 54 4.4 Discussion 55 Chapter5:COnclusion 58 5.1 Implications 58 5.2 Limitations .60 5.3 RecommendationsforPolicyandFutureresearch 61 References 63 PART II:SURVEYINGIMPACTSOFFACTORS .70
Ngày đăng: 28/08/2023, 06:41
Xem thêm:
