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dc.contributor.authorMai Ngoc Khuong-
dc.contributor.otherPham Ngoc Thanh Nha-
dc.description.abstractThis research attempted to examine the effect of television commercials, as known as TVCs, on customer purchase decision so as to enhance the effectiveness of advertising via this potential channel and eventually boost sales for washing powder businesses in Ho Chi Minh city, Vietnam. The research procedure of quantitative approach was carried out with 314 respondents who purchased washing powder products and watched TVCs of washing powder products such as OMO, Ariel, Aba, Attack, Tide, Surf, Vi Dan and My Hao. The outcomes showed that factors of TVCs can positively correlate to customer purchase decision. Interestingly, customer purchase decision was also found to be affected by customer positive attitudes. As a result, this study suggested that in order to achieve greater customer purchase decision, TVC producers or marketers should focus on a) creating a meaningful advertising message b) designing suitable timeline for TVCs’ repetition c) selecting endorsers who are familiar and trustworthy to the consumers. In addition, marketers should also pay attention to the factors of interest, credibility and length of TVCs in order to maximize the indirect effects on purchase decision through customer positive attitudes.en
dc.formatPortable Document Format (PDF)-
dc.publisherUEH Publishing House-
dc.relation.ispartofProceedings of Asia Conference on Business and Economic Studies (ACBES) by University of Economics Ho Chi Minh City on 8th – 9th Sep 2018 at Ho Chi Minh City, Vietnam-
dc.subjectPurchase decisionen
dc.subjectCustomer positive attitudeen
dc.subjectTelevision commercialsen
dc.titleThe effects of television advertisement on consumer purchasing decision: A case of washing powder industry in Ho Chi Minh city, Vietnamen
dc.typeConference Paperen
item.openairetypeConference Paper-
item.fulltextFull texts-
Appears in Collections:Conference Papers
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