FACTORS AFFECTING CONSUMER-BASED BRAND EQUITY OF VIETNAMESE PHARMACEUTICAL COMPANIES

The concept and importance of a company’s brand have always been widely acknowledged. However, in modern Vietnam, many Vietnamese companies are still unaware of the importance of building their brand. Particularly in the pharmaceutical industry where products are directly related to human health, bu...

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Detalhes bibliográficos
Main Authors: Nguyễn Cao Quỳnh Tú, Lưu Tiến Dũng
Formato: Artigo
Idioma:Inglês
Publicado em: Dalat University 2018-07-01
Colecção:Tạp chí Khoa học Đại học Đà Lạt
Assuntos:
brand associations
brand awareness
brand equity
brand loyalty
perceived quality
pharmaceutical companies.
Acesso em linha:http://tckh.dlu.edu.vn/index.php/tckhdhdl/article/view/432
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