Mối quan hệ giữa tiếp thị xã hội của doanh nghiệp với giá trị thương hiệu
Từ khóa:
Giá trị thương hiệu, CBBE, SOR, tiếp thị xã hội của doanh nghiệpTóm tắt
Nghiên cứu nhằm đánh giá mối quan hệ giữa tiếp thị xã hội của doanh nghiệp (CSM) với giá trị thương hiệu dựa trên người tiêu dùng. Kết quả dựa trên phỏng vấn sâu, thảo luận nhóm tập trung và phỏng vấn trực tiếp 512 người tiêu dùng tại Thành phố Hồ Chí Minh và Hà Nội. Kết quả cho thấy CSM là một yếu tố quan trọng trong xây dựng thương hiệu, ảnh hưởng tích cực đến năm thành phần giá trị thương hiệu (chất lượng cảm nhận, nhận biết, liên tưởng, lòng tin và trung thành thương hiệu) và mối quan hệ nhân quả giữa các thành phần này. Những phát hiện làm phong phú lý thuyết về giá trị thương hiệu, CSM và mô hình SOR.
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