Publication:
Effectiveness of Marketing public relation: Evidences from Vietnam

Simple item page
datacite.subject.fos oecd::Social sciences
dc.contributor.author Nguyễn Hoàng Mai
dc.coverage.isbn 9789742319274
dc.date.accessioned 2022-12-02T03:49:22Z
dc.date.available 2022-12-02T03:49:22Z
dc.date.issued 2017
dc.description.abstract The effect of marketing public relations (MPR) on human interactions such as their changing attitudes is difficult to quantify. Academics and industry professionals are both struggling with this challenge. This research laid foundations by using SERVQUAL framework to measure the effectiveness of MPR on attitude toward brand (ATB) to identify insights that can inform strategy in practice. A survey was accompanied with 317 respondents in Ho Chi Minh City, Vietnam to collect primary data. Constructing on the multiple regression analysis, it was concluded that MPR has positive relationship with ATB; also tangibles dimension of SERVQUAL. Furthermore, MPR indirectly affects ATB through tangibles. Hence, managers are highly recommended to make the MPR programs more tangibility in order to gain positive ATB.
dc.identifier.uri http://repository.vlu.edu.vn:443/handle/123456789/1664
dc.language.iso en_US
dc.relation.ispartof International Business conference 2017 Innovative Management: Bridging Theory and Practice
dc.subject "Marketing public relations
dc.subject MPR
dc.subject Marketing
dc.subject Public Relations
dc.subject SERVQUAL
dc.subject Tangibles
dc.subject Attitude toward brand"
dc.title Effectiveness of Marketing public relation: Evidences from Vietnam
dc.type Resource Types::text::conference output::conference proceedings
dspace.entity.type Publication
oairecerif.author.affiliation #PLACEHOLDER_PARENT_METADATA_VALUE#
Files
Original bundle
Now showing 1 - 1 of 1
No Thumbnail Available
Name:
CP39.pdf
Size:
300.71 KB
Format:
Adobe Portable Document Format
Description:
Download
Collections
Conference Proceedings - 2017