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Title: AStudyonUsingpublicRelationtoBuildandDevelopBrand.BytheExampleofTrungNguyenCoffeeasaCaseStudy
A Study on Using public Relation to Build and Develop Brand. By the Example of Trung Nguyen Coffee as a Case Study
Authors: 張妙秋
Truong Dieu Thu
Contributors: 陳清燿
Keywords: Public Relation;Brand;Trung Nguyen
Date: 2009
Issue Date: 2011-05-23 15:59:42 (UTC+8)
Publisher: 高雄市:[樹德科技大學經營管理研究所]
Abstract: In the knowledge economic age, brand is one of three assets, which is the most important to business activities (with resources and information). Nowadays, many companies are very successful to build and develop their brand by using public relation (PR) because PR has its power much different from other marketing tools.
The purpose of this study is to describe how Trung Nguyen Coffee can use PR to build and develop their brand. A survey was operated in Viet Nam with 250 questionnaires sent to Trung Nguyen coffee customers.
This study uses SPSS 15.0 and analysis techniques as linear regression, one – way ANOVA to analysis all collected data. The results indicate that to build and develop brand successfully, companies must build in customers’ mind a consistent image through close relationship with their customers and effective communication. This study is to help marketers of companies understand the key and plan the public relation strategies to build and develop organizations’ brand in the competitive market
Appears in Collections:[經營管理研究所] 博碩士論文

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