(LUẬN văn THẠC sĩ) antecedents and outcome of consumer brand identification, empirical evidence from viet nam

UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business - Truong Thi Phan Thiet ANTECEDENTS AND OUTCOME OF CONSUMER BRAND IDENTIFICATION: EMPIRICAL EVIDENCE FROM VIET NAM MASTER OF BUSINESS (Honours) Ho Chi Minh City, Year 2014 TIEU LUAN MOI download : skknchat@gmail.com UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business - Truong Thi Phan Thiet ANTECEDENTS AND OUTCOME OF CONSUMER BRAND IDENTIFICATION: EMPIRICAL EVIDENCE FROM VIET NAM ID: 22120071 MASTER OF BUSINESS (Honours) SUPERVISOR: NGUYEN THI MAI TRANG, Dr Ho Chi Minh City, Year 2014 TIEU LUAN MOI download : skknchat@gmail.com ACKNOWLEDGEMENT Firstly, I would like to express my sincere gratefulness to my supervisor Dr Nguyen Thi Mai Trang for her professional guidance, intensive advice, valuable support, continuous encouragement that she gave me during the time doing this research Secondly, I would like to express my deepest gratitude to ISB Research Committee (IRC) The critical comments and suggestions of committee have contributed significantly for me to complete this research My truly thanks are also given to my ISB classmates as well as all people I know who participated in filling the questionnaires and provided the valuable information for this study Last but not least, I would like to express my sincere thanks to all professors at ISB for their teaching and guidance during my last two-year master course Truong Thi Phan Thiet November 2014 i TIEU LUAN MOI download : skknchat@gmail.com ABSTRACT The concept of consumer-brand identification (CBI) mentions the way brands help consumers articulate their identities Based on prior researches in foreign countries, this study proposes and tests an integrative theoretical framework of the antecedents and consequence of CBI in Ho Chi Minh City, Vietnam The conceptual model includes three drivers of CBI (brand distinctiveness, brand warmth, and memorable brand experiences), a moderator (product category involvement), and one outcome (brand advocacy) are posited and tested with survey data from a sample of 523 consumers in Ho Chi Minh City, Vietnam The results show that there are only two antecedents merged from items of three proposed drivers at the beginning: brand distinctiveness and memorable brand experiences The study confirms the positive influence of two new drivers to CBI, as well as the positive relationship between CBI and its consequence - brand advocacy Further, this research find that product category involvement not have moderate role in the effect of each antecedent to CBI Finally, theoretical and managerial significance of the findings are discussed Key words: Consumer-brand identification, Brand advocacy, Brand distinctiveness, Brand warmth, Memorable brand experiences, Product category involvement ii TIEU LUAN MOI download : skknchat@gmail.com TABLE OF CONTENTS ACKNOWLEDGEMENT i ABSTRACT ii TABLE OF CONTENTS iii ABBREVIATION vi LIST OF FIGURES vi LIST OF TABLES vi CHAPTER 1: INTRODUCTION 1.1 RESEARCH BACKGROUND 1.2 RESEARCH PROBLEMS 1.3 RESEARCH OBJECTIVES 1.4 RESEARCH DESIGN 1.5 SIGNIFICANCE OF THE STUDY 1.6 THE STRUCTURE OF THE STUDY CHAPTER 2: LITERATURE REVIEW AND HYPOTHESES 2.1 THE CONCEPT OF CONSUMER–BRAND IDENTIFICATION 2.2 ANTECEDENTS OF CBI 2.2.1 Brand distinctiveness 2.2.2 Brand warmth 10 2.2.3 Memorable brand experiences 11 2.3 OUTCOME OF CBI: BRAND ADVOCACY 12 2.4 PRODUCT CATEGORY INVOLVEMENT AS A MODERATOR 12 2.5 THE CONCEPTUAL MODEL 13 CHAPTER 3: METHODOLOGY 16 3.1 RESEARCH PROCESS 16 3.2 MEASURES OF THE CONSTRUCTS 19 iii TIEU LUAN MOI download : skknchat@gmail.com (LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam(LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam(LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam(LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam(LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam(LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam(LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam(LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam (LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam(LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam(LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam(LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam(LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam(LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam(LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam(LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam 3.2.1 Consumer-brand identification 19 3.2.2 Brand distinctiveness 19 3.2.3 Brand warmth 20 3.2.4 Memorable brand experiences 20 3.2.5 Product category involvement 20 3.2.6 Brand advocacy 21 3.3 QUESTIONNAIRE DESIGN 21 3.3.1 Qualitative research 22 3.3.2 Quantitative research 23 3.4 DATA ANALYSIS METHOD 24 3.4.1 Tests for reliability 25 3.4.2 Tests for validity 25 3.4.3 Tests for main effects 26 CHAPTER 4: DATA ANALYSIS AND DATA RESULTS 28 4.1 SAMPLE CHARACTERISTICS 28 4.2 THE RELIABILITY TEST: THE CRONBACH’S ALPHA TEST 29 4.3 EXPLORATORY FACTOR ANALYSIS (EFA) 30 4.3.1 Results of EFA for independent variables 32 4.3.2 Results of EFA for dependent variables, mediate variable and moderator variable 34 4.3.3 Correlation analysis of new dependent variables and independent variables 37 4.4 REGRESSION ANALYSIS 37 4.4.1 Multiple regression analysis 38 4.4.2 Simple linear regression 40 4.4.3 Assessment the moderator impact by Hierarchical Multiple Regression 41 4.5 EXPLANATION FOR THE FINDING RESULTS OF THE HYPOTHESES 44 CHAPTER 5: CONCLUSIONS, IMPLICATIONS, AND LIMITATIONS 48 iv TIEU LUAN MOI download : skknchat@gmail.com (LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam(LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam(LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam(LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam(LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam(LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam(LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam(LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam (LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam(LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam(LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam(LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam(LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam(LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam(LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam(LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam 5.1 CONCLUSIONS 48 5.2 MANAGERIAL IMPLICATIONS 48 5.3 LIMITATIONS AND FUTURE RESEARCH 50 References 52 Appendix A: Guideline For Qualitative In-Depth Interview 57 Appendix B: Bilingual Questionnaire English – Vietnamse 58 Appendix C: Results of Total Variance Explained 66 Appendix D: Scatter Plot, Histogram & Standardized for Multiple Regression 67 Appendix E: Scatter Plot, Histogram & Standardized for Simple Regression 70 v TIEU LUAN MOI download : skknchat@gmail.com (LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam(LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam(LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam(LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam(LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam(LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam(LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam(LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam (LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam(LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam(LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam(LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam(LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam(LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam(LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam(LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam 19 20 I like recommending brand X to other consumers Tơi thích kể cho người tơi biết về ưu điểm Trung tâm Anh ngữ X I love to talk about the good points of brand X to people I know Tơi có chủ động thuyết phục người khác theo học Trung tâm Anh ngữ X I have managed to convince other people to buy brand X Phần C: Thông tin cá nhân / Personal Information Anh chị vui lịng cung cấp số thơng tin cá nhân anh chị để phục vụ cho việc phân loại so sánh nhóm đối tượng Please provide some personal information for classification and comparison Giới tính/ Gender: Nam / Male Nữ / Female Nhóm tuổi / Age : 18 - 25 ; 26 - 35; 36 - 45 ; 46 - 55 ; > 55 Trình độ học vấn/ Education level : Từ lớp 12 trở xuống/ 12 grade or lower Tốt nghiệp THPT/ High school Graduated Tốt nghiệp Đại học, Cao đẳng / College, Bachelor Degree Cao học trở lên / Master Degree or higher Xin chân thành cảm ơn anh chị tham gia khảo sát Thank much for your participation 65 TIEU LUAN MOI download : skknchat@gmail.com (LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam(LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam(LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam(LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam(LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam(LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam(LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam(LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam (LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam(LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam(LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam(LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam(LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam(LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam(LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam(LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam Appendix C: Results of Total Variance Explained Table 4.5 Total Variance Explained of Independent Variables Total Variance Explained Initial Eigenvalues Component 5.044 1.172 0.740 0.609 0.412 0.316 0.297 0.264 % of Variance 56.043 13.027 8.224 6.770 4.582 3.517 3.296 2.930 0.145 1.613 Total Cumulative % 56.043 69.070 77.294 84.064 88.645 92.162 95.457 98.387 100.000 Extraction Sums of Squared Loadings % of Cumulative Total Variance % 5.044 56.043 56.043 1.172 13.027 69.070 Rotation Sums of Squared Loadings % of Cumulative Total Variance % 3.224 35.819 35.819 2.993 33.250 69.070 Extraction Method: Principal Component Analysis Table 4.8 Total Variance Explained of CBI Total Variance Explained Initial Eigenvalues Extraction Sums of Squared Loadings Component Total % of Variance Cumulative % Total % of Variance Cumulative % 3.318 66.354 66.354 3.318 0.592 11.831 78.185 0.479 9.577 87.763 0.341 6.812 94.574 0.271 5.426 100.000 66.354 66.354 Extraction Method: Principal Component Analysis 66 TIEU LUAN MOI download : skknchat@gmail.com (LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam(LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam(LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam(LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam(LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam(LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam(LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam(LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam (LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam(LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam(LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam(LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam(LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam(LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam(LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam(LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam Appendix D: Scatter Plot, Histogram & Standardized for Multiple Regression Chart 4.1 Scatter Plot Multiple Regression 67 TIEU LUAN MOI download : skknchat@gmail.com (LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam(LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam(LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam(LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam(LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam(LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam(LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam(LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam (LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam(LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam(LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam(LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam(LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam(LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam(LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam(LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam Chart 4.2 Histogram Multiple Regression 68 TIEU LUAN MOI download : skknchat@gmail.com (LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam(LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam(LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam(LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam(LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam(LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam(LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam(LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam (LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam(LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam(LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam(LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam(LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam(LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam(LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam(LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam Chart 4.3 Standardized for Multiple Regression 69 TIEU LUAN MOI download : skknchat@gmail.com (LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam(LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam(LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam(LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam(LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam(LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam(LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam(LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam (LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam(LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam(LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam(LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam(LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam(LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam(LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam(LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam Appendix E: Scatter Plot, Histogram & Standardized for Simple Regression Chart 4.4 Scatter Plot Simple Linear Regression 70 TIEU LUAN MOI download : skknchat@gmail.com (LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam(LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam(LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam(LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam(LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam(LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam(LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam(LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam (LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam(LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam(LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam(LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam(LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam(LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam(LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam(LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam Chart 4.5 Histogram Simple Linear Regression 71 TIEU LUAN MOI download : skknchat@gmail.com (LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam(LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam(LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam(LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam(LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam(LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam(LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam(LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam (LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam(LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam(LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam(LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam(LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam(LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam(LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam(LUAN.van.THAC.si).antecedents.and.outcome.of.consumer.brand.identification empirical.evidence.from.viet.nam