| Summary: | 碩士 === 國立高雄應用科技大學 === 資通產品研發與生產碩士外國學生專班 === 101 === Brand is one of important factors to business activities. It is the relative power
of attraction of a given brand versus other brands and the levels of other product
attributes. Therefore, there are many companies which are very successful in using
public relations in brand building and development nowadays because public relations
has its power much different from other marketing tools.
The purpose of this thesis is to explore the three factors that determine link to
the role of public relations in brand building and developing - case study of Vietnamese
“Pho 24” brand. Besides, in this study, the theoretical and statistical relationships
among these factors are developed and verified. This study used survey with 150
questionnaires sent to Pho 24’ customers in Ha Noi, Ha Dong, and other areas for
observation.
This study uses the SPSS software (version 16.0) to analyze the data gained
from Pho 24’s customers. Besides, this study also uses reliability analysis, ANOVA
analysis, and multiple linear regressions to examine the research hypotheses. The
findings reveal that the relationship of customers is the most important among three
factors affecting brand building and developing. The findings and the statistical results
offer evidence that to enhance the relationship of customers in brand building and
developing is more and more successful in business activities. In addition, this thesis
also hopes that it will help marketers of many companies more understand the key and
plan the role of public relations in brand building and developing.
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