- Master's Theses
Author: Truong Thi Xuan Thao; Advisor: Nguyen Thi Mai Trang (2014) - Introduction. Literature review. Methodology. Data analysis and results: brand conciousness, materialism, and the need for uniqueness have significant impact on attitute toward purchasing luxuly goods among Vietnamese consumer.
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- Master's Theses
Author: Luu Kien Quoc; Advisor: Nguyen Thi Mai Trang (2015) - Review of literature and hypotheses. Metholodogy. Data analysis. Conclusions
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- Master's Theses
Author: Vo Thi Thu Trang; Advisor: Nguyen Thi Mai Trang (2014) - Review of literature and hypothesis. Methodology. Data analysis and results. Conclutions, implications and limitation
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- Master's Theses
Author: Pham Thi My Hien; Advisor: Nguyen Thi Mai Trang (2014) - Introduction; Literature Review; Methodology; Data Analysis and Results
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- Master's Theses
Author: Truong Thi Phan Thiet; Advisor: Nguyen Thi Mai Trang (2014) - Literature review and hypotheses. Methodology. Data analysis and data results. Conclusions, implications and limitations
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- Master's Theses
Author: Van Thi Yen Nhi; Advisor: Nguyen Thi Mai Trang (2012) - Literature review. Research methodology. Data analysis and finding. Conclusion and implications
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- Master's Theses
Author: Nguyen Xuan Phuong; Advisor: Nguyen Thi Mai Trang (2011) - Cơ sở lý luận về sự hài lòng công việc của người lao động và mô hình nghiên cứu. Phương pháp nghiên cứu, phân tích dữ liệu về sự hài lòng công việc của người lao động. Đưa ra một số đề nghị nhằm tăng sự hài lòng của người lao động trong công việc.
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- Master's Theses
Author: Nguyen Anh Phuc; Advisor: Nguyen Thi Mai Trang (2018) - The new trend of successful tourism companies is truly engaging their front-line service employees by applying emotional labor theory to maximize service quality, satisfaction, and behavioral outcomes. This study investigates the antecedents of front-line service employee emotional labor in the tourism organizations in Vietnam. It also examines the role of emotional labor toward employee job burnout and job satisfaction. Employing the CFA & SEM analyses with a sample of 302 front-line employees, the research findings reveal that emotional intelligence, job autonomy, and emotional display rules has the positive relationships with emotional labor and emotional labor has a positive relat...
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- Master's Theses
Author: Lam Hoang Vu; Advisor: Nguyen Thi Mai Trang (2012) - Introduction; Literature Review; Methodology; Data Analysis and Results
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- Journal Article
Author: Nguyen Dinh Tho (2016) - This study investigates the impact of brand personality appeal on both brand relationship quality and word-of-mouth (WOM) transmission in Vietnam. It also examines the role of consumer attitudes towards advertising and public relations on brand personality appeal as well as brand relationship quality. An empirical test with a sample of 477 consumers by means of structural equation modelling reveals that brand personality appeal has a positive impact on both brand relationship quality and WOM transmission and that brand relationship quality has a positive effect on WOM transmission. Furthermore, attitudes towards public relations have positive impacts on both brand personality appeal a...
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- Journal Article
Author: Nguyen Thi Mai Trang (2013) - This study examines the effect of brand commitment on brand passion. It also investigates the role of some selected promotion-mix elements (i.e., advertising and public relations) in brand passion. A model depicting these relationships was tested with a sample of 386 consumers in HCMC, Vietnam. The results show that attitudes toward advertising and public relations have positive impacts on brand passion, and subsequently brand passion is a key factor influencing brand commitment. These findings imply that a firm is able to enhance brand passion through advertising and public relations. In so doing, the firm will enjoy the benefit created by committed consumers of its brands.
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- Journal Article
Author: Nguyen Dinh Tho (2015) - Employing the ability–motivation–opportunity model, this study proposes that knowledge acquired from business schools by students, students' intrinsic motivation, and innovative culture of business organizations are factors that affect the transfer of knowledge from business schools to business organizations through in-service training students. Using a sample of 843 in-service training business students in Vietnam, the results from SEM (structural equation modeling) support the hypotheses, except for the impact of innovative culture on knowledge transfer. However, the results from fsQCA (fuzzy-set qualitative comparative analysis) with the same data set reveal that none of the above-...
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- Master's Theses
Author: Nguyen My Phuoc; Advisor: Nguyen Thi Mai Trang (2011) - -
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- Master's Theses
Author: Dang Minh Hai; Advisor: Nguyen Thi Mai Trang (2011) - -
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- Journal Article
Author: Nguyen Dinh Tho (2018) - Although Vietnam’s transition to a market-oriented economy has produced stunning results, the economy is still lacking qualified marketers. This study investigates underlying factors that are fundamental drivers of Vietnam’s economic renaissance, including the role of market orientation at the marketer level (i.e. marketers’ market orientation) in marketing capital pool, and subsequently, marketers’ occupational commitment. Based on data collected from 351 marketers working for various firms in Ho Chi Minh City, the study finds that marketers’ market orientation has a positive impact on marketing capital pool. Further, marketing capital pool invested by marketers has a positive impact...
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- Journal Article
Author: Nguyen Thi Mai Trang (2014) - This study attempts to answer the question “Does psychological capital drive the effort of marketers?” Using a survey data set collected from 364 marketers working for various types of firms in Ho Chi Minh City, we found that each component of psychological capital has a direct and positive impact on job effort of marketers. These findings suggest that firms could enhance the effort of marketers in performing their job by establishing a human resource management system focusing not only the human capital but also on the psychological capital of marketers.
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- Conference Paper
Author: Nguyen Thi Mai Trang (2017-09-28) - This study aims to examine the role of brand personality appeal in brand loyalty directly and
indirectly via brand love. Using data collected from 355 consumers in Ho Chi Minh City,
Vietnam, this paper explores the importance of brand personality appeal and brand love on
brand loyalty. The findings show that brand personality appeal is a better predictor of brand
loyalty than brand love itself.
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- Master's Theses
Author: Tran Bao Ngoc; Advisor: Nguyen Thi Mai Trang (2016) - Enhancing the efficiency of internal coordination at interlog company
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- Master's Theses
Author: Nguyen Thi Ngoan; Advisor: Nguyen Thi Mai Trang (2012) - Introduction. Literature Review and Hypotheses. Research Methodology. Data Analysis and data Result. Conclusion, Implications and Limitations
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- Master's Theses
Author: Nguyen Hoai Thanh; Advisor: Nguyen Thi Mai Trang (2014) - Introduction. Literature Review and Hypotheses. Research Methodology. Data Analysis and data Result. Conclusion, Implications and Limitations
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