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研究生: 張妙秋
研究生(外文): Truong Dieu Thu
論文名稱: AStudyonUsingpublicRelationtoBuildandDevelopBrand.BytheExampleofTrungNguyenCoffeeasaCaseStudy
論文名稱(外文): A Study on Using public Relation to Build and Develop Brand. By the Example of Trung Nguyen Coffee as a Case Study
指導教授: 陳清燿
學位類別: 碩士
校院名稱: 樹德科技大學
系所名稱: 經營管理研究所
畢業學年度: 98
語文別: 英文
論文頁數: 72
外文關鍵詞: Public RelationBrandTrung Nguyen
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  • 點閱:32
  • 評分:*****
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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
ABSTRACT………………………………………………………………………..  i
ACKNOWLEDMENT…………………………………………………………….  ii
TABLE OF CONTENTS………………………………………………………….  iii
LIST OF FIGURES………………………………………………………………..  v
LIST OF TABLES…………………………………………………………………  vi
CHAPTER 1 - INTRODUCTION………………………………………………...  1
1.1 Background of the Problems…………………………………………………….  1
1.2 Contributions…………………………………………………………………….  3
1.3 Research Purposes……………………………………………………………….  4
1.4 Research Flow Chart…………………………………………………………….  4
1.5 Limitations of the Study…………………………………………………………  6
CHAPTER 2 – LITERATURE REVIEW………………………………………..  7
2.1 Marketing………………………………………………………………………..  7
2.2 Brand………………………………………………………………………….....  9
2.3 Marketing – mix………………………………………………………………....  11
2.4 Public Relation…………………………………………………………………..  14
2.4.1 Public Relation Overview…………………………………………………..  14
2.4.2 Main Public Relation Factors……………………………………………….  17
2.4.2.1 Consistent Image……………………………………………….............  19
2.4.2.2 Customers’ relationship…………………………………………..........  19
2.4.2.3 Communication……………………………………………...................  21
2.5 Case Study: Trung Nguyen Coffee Company…………………………………...  24
2.5.1 Background………………………………………………………................  24
2.5.2 The Importance of Case Study………………………………………...........  26
2.5.3 Trung Nguyen Company Strategies…………………………………...........  26
CHAPTER 3 – RESEARCH METHODOLOGY………………………………..  29
3.1 Developing Hypothesis……………………………………………………….....  29
3.1.1 Consistent Image…………………………………………………................  29
3.1.2 Customers’ Relationship…………………………………………................  30
3.1.3 Communication……………………………………………………..............  30
3.2 Proposed Research Model…………………………………………………….....  31
3.3 Research Method………………………………………………………………...  32
3.4 Research Strategy………………………………………………………………..  33
3.5 Data Collection Method………………………………………………………....  34
3.6 Design Questionnaires…………………………………………………………..  35
3.7 Sampling………………………………………………………………………...  38
3.8 Data Analysis Techniques…………………………………………………….....  38
3.8.1 Data Analysis Tool………………………………………………………....  38
3.8.2 Data Analysis Techniques…………………………………………………..  39
3.8.2.1 Reliability Analysis………………………………………………….....  39
        3.8.2.2 Descriptive and Demographic Analysis………………………………..  39
3.8.2.3 Linear Regression……………………………………………………...  39
3.8.2.4 One-way ANOVA……………………………………………………...  40
CHAPTER 4 – ANALYSIS AND RESULTS………………………………….....  41
4.1 Pilot Study…………………………………………………………………….....  41
4.2 Main Survey Responses and Demographics Facts……………………………...  43
4.3 Reliability Analysis……………………………………………………………...  45
4.4 ANOVA Analysis……………………………………………………………….  46
4.4.1 ANOVA Analysis in the Aspect of Customers’ Age……………………….  46
4.4.2 ANOVA Analysis in the Aspect of Customers’ Gender……………………  49
4.4.3 ANOVA Analysis in the Aspect of Customers’ marital status……………..  50
4.4.4 ANOVA Analysis in the Aspect of Customers’ Education………………...  52
4.4.5 ANOVA Analysis in the Aspect of Customers’ Income…………………...  54
4.5 Regression Analysis……………………………………………………………..  55
CHAPTER 5 – CONCLUSION…………………………………………………...  58
5.1 Conclusion………………………………………………………………………  58
5.2 Managerial Implication………………………………………………………….  59
5.3 Suggestions for Future Study……………………………………………………  59
References..................................................................................................................  61
Axpendix 1. Survey Questionnaire in English………………………………………  66
Axpendix 2. Survey Questionnaire in Vietnamese………………………………….  70
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