| Summary: | 碩士 === 龍華科技大學 === 資訊管理系碩士班 === 104 === This research aims to empirically investigate what factors drive brand equity of "Made in Vietnam" labels on Facebook and purchase intention. Customer Based-Brand Equity model and Social media communication model were combined for research framework formation. Data were collected from Facebook users by answering questionnaires. The researcher used Statistical Package for the Social Sciences (SPSS 22.0) and Smart Partial Least Square (SmartPLS 3.2) to evaluate 277 collected samples. Final results indicated six positive influences and one negative influence among eight measurement factors. In the final parts of this research, some implications, limitation, and future study directions were proposed and discussed. Further, the research provided some clarification for the influences between user-generated social media communication, firm-created social media communication and brand equity of “Made in Vietnam” labels on Facebook. This study also verified the significantly positive impact of the brand equity of “Made in Vietnam” labels on Facebook and purchase intentions.
|
|---|
