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VGU RESEARCH REPOSITORY


Please use this identifier to cite or link to this item: https://epub.vgu.edu.vn/handle/dlibvgu/1164
DC FieldValueLanguage
dc.contributor.authorNgo Buu Nghien_US
dc.date.accessioned2021-10-28T06:44:52Z-
dc.date.available2021-10-28T06:44:52Z-
dc.date.issued2020-
dc.identifier.urihttp://epub.vgu.edu.vn/handle/dlibvgu/1164-
dc.description.abstractMarketing is undeniable an important section in every country economy. Vietnam is not an exception. Developing a marketing strategy as well as diversifying the way to advertise has become a crucial mission to Vietnamese marketers. There are many ways to create effective content for advertisements. In this paper, using animals in advertising will be discussed. Animal appearances in advertising are a popular trend in marketing strategies (Sherril, 2014, p. 2) This study is established to help understand the function of animal images to Vietnamese consumers and how their behaviors are influenced. The purpose of this research is to contribute to finding out a new market segmentation where consumers are interested and affected by animal advertisements. The findings indicate animal images will affect the consumer reaction, behavior, and emotion. Furthermore, using the animal in advertising has positive effects on Vietnamese consumers purchasing behavior.en_US
dc.language.isoenen_US
dc.publisherVietnamese-German Universityen_US
dc.rightsAttribution-NonCommercial 4.0 International*
dc.rights.urihttps://creativecommons.org/licenses/by-nc/4.0/*
dc.subjectMarketing strategiesen_US
dc.subjectAnimalsen_US
dc.titleAnimals in advertising: a quantitative research on the effects of using animals in advertisement in Vietnamen_US
dc.typeThesisen_US
item.languageiso639-1other-
item.fulltextWith Fulltext-
item.grantfulltextrestricted-
Appears in Collections:Finance & Accounting (FA)
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